The Ghetto Marketing Life Cycle: A Case of Underachievement
Open Access
- 1 February 1978
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 15 (1) , 20-28
- https://doi.org/10.1177/002224377801500104
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.Keywords
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