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Periphery? What periphery? Marketing to a state of mind.

Anderson, Alistair R.; Jack, Sarah L.; McAuley, Andrew


Alistair R. Anderson

Sarah L. Jack

Andrew McAuley


Businesses, especially small business, which are located in the periphery are traditionally viewed as being disadvantaged. The condition of peripherality is viewed as creating disadvantage in terms of limited customer base, distance from markets and suppliers. The effects of space and time impose limitations in opportunities. This paper addresses the issues of peripheral marketing, arguing that changes in the periphery have produced impacts which require a reconceptualising of the marketing process. This process of review shows that the post-modern periphery has, instead of disadvantage, areas of new advantage which have to be captured and developed within the new marketing paradigm.


ANDERSON, A.R., JACK, S.L. and MCAULEY, S. 2001. Periphery? What periphery? Marketing to a state of mind. Irish marketing review [online], 14(1), pages 26-34. Available from:

Journal Article Type Article
Acceptance Date Dec 31, 2001
Online Publication Date Dec 31, 2001
Publication Date Dec 31, 2001
Deposit Date Nov 26, 2014
Publicly Available Date Nov 26, 2014
Journal Irish marketing review
Print ISSN 0709-7362
Publisher Mercury Publications
Peer Reviewed Not Peer Reviewed
Volume 14
Issue 1
Pages 26-34
Keywords Marketing; Small business; SMEs
Public URL


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