Skip to main content

Research Repository

Advanced Search

Marketing landscapes: the social context.

Anderson, Alistair R.; McAuley, Andrew

Authors

Alistair R. Anderson

Andrew McAuley



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

Files





Downloadable Citations