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Need for a linked-emic approach in domestic marketing

Author

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  • John Stanton
  • Guilherme D. Pires

Abstract

This article proposes that cross-cultural research frameworks used in international marketing should also apply to domestic marketing within culturally diverse economies. The cultural homogeneity assumption inherent in domestic consumer marketing is questioned by the existence of countries characterised by cultural diversity. The need for different research processes is questioned. Applying a linked-emic framework to within-country analysis, when faced with possible cultural differences within a country, can lead to a sound research process for determining segment selection and targeting.

Suggested Citation

  • John Stanton & Guilherme D. Pires, 2009. "Need for a linked-emic approach in domestic marketing," International Journal of Economics and Business Research, Inderscience Enterprises Ltd, vol. 1(3), pages 359-368.
    • Handle: RePEc:ids:ijecbr:v:1:y:2009:i:3:p:359-368
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