Marketing landscapes: the social context.

Anderson, Alistair R.; McAuley, Andrew

Abstract

Explores the relationship between marketing theory and marketing activity within the context of rural entrepreneurship. The key to unlocking our understanding the dynamics of this relationship was to use a number of qualitative techniques including participant observation and unstructured interviews. The study revealed two groupings of entrepreneurs ± the locals and the cosmopolitans who operated in contrasting marketing landscapes thus questioning the universal application of a marketing theory which is not context specific.

Citation

ANDERSON, A.R. and MCAULEY, A. 1999. Marketing landscapes: the social context. Qualitative market research: an international journal [online], 2(3), pages 176-188. Available from: https://doi.org/10.1108/13522759910291680

• Journal Article Type: Article
• Acceptance Date: Dec 1, 1999
• Online Publication Date: Dec 1, 1999
• Publication Date: Dec 1, 1999
• Deposit Date: Nov 24, 2014
• Publicly Available Date: Nov 24, 2014
• Journal: Qualitative market research: an international journal
• Print ISSN: 1352-2752
• Publisher: Emerald
• Peer Reviewed: Peer Reviewed
• Volume: 2
• Issue: 3
• Pages: 176-188
• DOI: https://doi.org/10.1108/13522759910291680
• Keywords: Marketing theory; Qualitative techniques; Entrepreneurs; Rural areas
• Public URL: http://hdl.handle.net/10059/1084