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Start Over Topic anthropology Topic culture Topic social sciences Publication Year Range Last 50 years Journal anthropology southern africa (anthropology southern africa)

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1. 'Dabbling in the market': Ideas on 'an anthropology of marketing'.

Author

Herselman, Stephné

Subjects
*PURCHASING power, *MARKETING research, *ANTHROPOLOGISTS, *FINANCIAL services industry, *ANTHROPOLOGY, *SOCIAL sciences
Abstract

Contextuolised in terms of the phenomenal growth in purchasing power in the so-called 'emerging market' in South Africa, this paper considers possibilities for anthropological involvement in market research, and looks at ways in which trust influences buying behaviour in the financial market. Drawing on research in two financial institutions, and taking into account current trends in anthropological endeavour, this presentation considers what role anthropologists might play in market research. [ABSTRACT FROM AUTHOR]

Published
2008
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