Contextual Marketing

This article proposes a conceptualization of the components of contextual marketing (CM) in light of the outcome of the Charleston Summit. While there is widespread acknowledgment of the importance of small firms and the individual actors within them to economic well-being, there remains a knowledge gap about many of the management actions that small firms take. This view is born out of debate and discussions that have been taking place within the sister domains of marketing and entrepreneurship and the ongoing challenge for researchers within those related fields to develop a research model to guide scholars at the “interface.”


The CM concept posits that independent theories of the marketing function exist alongside those that are already known—indeed, the history of marketing theory would appear, with exploration, ...

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