TY  - JOUR
AB  - Purpose– 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.Design/methodology/approach– 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.Findings– 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.Originality/value– 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.
VL  - 13
IS  - 2
SN  - 1471-5201
DO  - 10.1108/14715201111176435
UR  - https://doi.org/10.1108/14715201111176435
AU  - Deacon Jonathan H.
AU  - Harris Jackie
ED  - Sussie Morrish
PY  - 2011
Y1  - 2011/01/01
TI  - Contextual marketing: A conceptualisation of the meaning and operation of a language for marketing in context
T2  - Journal of Research in Marketing and Entrepreneurship
PB  - Emerald Group Publishing Limited
SP  - 146
EP  - 160
Y2  - 2024/04/23
ER  -