The ghetto marketing life cycle a case of underachievement by Alan R. Andreasen

Cover of: The ghetto marketing life cycle | Alan R. Andreasen

Published by College of Commerce and Business Administration, University of Illinois at Urbana-Champaign in [Urbana, Ill.] .

Written in English

Read online

Subjects:

  • African American consumers,
  • Marketing research,
  • Low-income consumers

Edition Notes

Includes bibliographical references.

Book details

StatementAlan R. Andreasen
SeriesFaculty working papers -- no. 239, Faculty working papers -- no. 239.
ContributionsUniversity of Illinois at Urbana-Champaign. College of Commerce and Business Administration
The Physical Object
Pagination21, [8] p. :
Number of Pages21
ID Numbers
Open LibraryOL25168080M
OCLC/WorldCa3690607

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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.

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Table of contents for Journal of Marketing Research, 15, 1, Andreasen, Alan R. (), "The Ghetto Marketing Life Cycle: A Case of Underachievement," Journal of Marketing (February), pp.

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KEY WORDS: Marketing Strategy, Product Life Cycle, FMCG.

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