Anthropological insights into customer behaviour
David Elliston Allen
(Social Science Research Council, London, UK)
306
Abstract
Investigates the contribution of anthropology to marketing which has been thought of as being negligible. Reviews its potential as we move towards market analysis and model building strategies for marketing. Suggests that it is likely to play a role in international marketing.
Keywords
Citation
Elliston Allen, D. (1971), "Anthropological insights into customer behaviour", European Journal of Marketing, Vol. 5 No. 2, pp. 45-57. https://doi.org/10.1108/EUM0000000005159
Publisher
:MCB UP Ltd
Copyright © 1971, MCB UP Limited