Marketing landscapes: the social context.
Anderson, Alistair R.
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ANDERSON, A. R. and MCAULEY, A., 1999. Marketing landscapes: the social context. Qualitative Market Research: An International Journal, 2 (3), pp. 176-188.
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.