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

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

Abstract

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.

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: https://doi.org/10.21427/D7DN1V

• 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• Peer Reviewed: Not Peer Reviewed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
• DOI: https://doi.org/10.21427/D7DN1V
• Keywords: Marketing; Small business; SMEs
• Public URL: http://hdl.handle.net/10059/1091
• Contract Date: Nov 26, 2014