Marketing landscapes: the social context

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, Vol. 2 No. 3, pp. 176-188. https://doi.org/10.1108/13522759910291680