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The Ghetto Marketing Life Cycle: A Case of Underachievement

The Ghetto Marketing Life Cycle: A Case of Underachievement The author describes the life cycle of research on ghetto marketing and concludes that the contribution has been too little, too trivial, and too late. Recommendations for further research as well as intervention in the research generation process are presented. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Research SAGE

The Ghetto Marketing Life Cycle: A Case of Underachievement

Journal of Marketing Research , Volume 15 (1): 9 – Feb 1, 1978

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References (38)

Publisher
SAGE
Copyright
© 1978 American Marketing Association
ISSN
0022-2437
eISSN
1547-7193
DOI
10.1177/002224377801500104
Publisher site
See Article on Publisher Site

Abstract

The author describes the life cycle of research on ghetto marketing and concludes that the contribution has been too little, too trivial, and too late. Recommendations for further research as well as intervention in the research generation process are presented.

Journal

Journal of Marketing ResearchSAGE

Published: Feb 1, 1978

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