Contextual marketing

Jonathan H. Deacon (The Newport Business School, University of Wales, Newport, UK)
Jackie Harris (University of Wales, Newport, UK)

Journal of Research in Marketing and Entrepreneurship

ISSN: 1471-5201

Publication date: 18 October 2011



The purpose of this paper is to propose a conceptualisation of the components of contextual marketing (CM), in light of the outcome of the Charleston Summit, through the development of the meaning and operation of language used in context – that is: the language and the associated meaning of words used in a highly socialised setting such as a small firm and articulated through conversation.


A conceptualisation of the components of CM are proposed based upon a critical review of pertinent literature and the development of extant conceptualisations for research at the marketing/entrepreneurship interface.


A model is produced that outlines a development of one of the four perspectives (as an outcome of the Charleston Summit) of research at the marketing/entrepreneurship interface and proposes that a third notion be considered in developing research studies that includes the wider aspects of sociology, psychology, anthropology and philosophy – in this case: sociolinguistics, in order that a better insight be gained of the meaning and operation of marketing at the “interface”.

Practical implications

A more detailed understanding of the components of CM will advance research meaning and gain practitioner credibility.


This paper develops a conceptual framework for future and further research at the interface by considering the need to introduce fundamental socially derived aspects to the scope of research – in this case the third notion of sociolinguistics – in order to gain a better insight to the phenomena of marketing in entrepreneurial small firms.



Deacon, J. and Harris, J. (2011), "Contextual marketing", Journal of Research in Marketing and Entrepreneurship, Vol. 13 No. 2, pp. 146-160.

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Copyright © 2011, Emerald Group Publishing Limited

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