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Volume 5, Issue 2
1 February 1971
European Journal of Marketing Cover Image for Volume 5, Issue 2
Research Article| February 01 1971

Anthropological insights into customer behaviour

David Elliston Allen
David Elliston Allen
Social Science Research Council, London, UK
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 1758-7123
Print ISSN: 0309-0566
© MCB UP Limited
1971
European Journal of Marketing (1971) 5 (2): 45–57.
https://doi.org/10.1108/EUM0000000005159

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: Consumer behaviour, Marketing research, Marketing planning, Strategy, International marketing
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© MCB UP Limited
1971
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