search query: @indexterm Marketing research / total: 648
reference: 30 / 648
Author: | Nancarrow, C. Tinson, J. Webber, R. |
Title: | Roots marketing: the marketing research opportunity |
Journal: | International Journal of Market Research
2006 : VOL. 49:1, p.47-69 |
Index terms: | marketing research |
Freeterms: | country of origin |
Language: | eng |
Abstract: | A growing global marketing opportunity exists for products where the national identity or country of origin can be used as positive sub-branding. Focusing on Scottish migrants and their descendants as a case study, this paper addresses two important questions for marketing researchers: first, how to 'reach' these consumers psychologically and, second, how to 'physically' reach them. |
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