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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.

Journal Article Type Article
Publication Date Dec 31, 2001
Journal Irish marketing review
Publisher New Publisher Required
Peer Reviewed Not Peer Reviewed
Volume 14
Issue 1
Pages 26-34
Institution Citation 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:
Keywords Marketing; Small business; SMEs


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