| Author: | Alexander, A. Nicholls, A. |
| Title: | Rediscovering consumer-producer involvement |
| Journal: | European Journal of Marketing
2006 : VOL. 40:11-12, p. 1236-1253 |
| Index terms: | ethics fair trading marketing networks |
| Language: | eng |
| Abstract: | This research paper aims to explore the value of a network perspective in enhancing the understanding of the business to consumer marketing of high-involvement product categories. The results are achieved through the analysis of the development of fair trade marketing in the UK. The paper reveals the relevance of an actor network theory (ANT) informed interpretation of the development of the fair trade marketing network. |
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