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| Tekijä: | Nancarrow, C. Tinson, J. Webber, R. |
| Otsikko: | Roots marketing: the marketing research opportunity |
| Lehti: | International Journal of Market Research
2006 : VOL. 49:1, p.47-69 |
| Asiasana: | marketing research |
| Vapaa asiasana: | country of origin |
| Kieli: | eng |
| Tiivistelmä: | 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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