AN ETHNOGRAPHIC STUDY OF AN URBAN PERIODIC MARKETPLACE - LESSONS FROMTHE MIDVILLE FARMERS MARKET

Authors
MCGRATH MA SHERRY JF HEISLEY DD
Citation
Ma. Mcgrath et al., AN ETHNOGRAPHIC STUDY OF AN URBAN PERIODIC MARKETPLACE - LESSONS FROMTHE MIDVILLE FARMERS MARKET, J RETAILING, 69(3), 1993, pp. 280-319
Citations number
80
Categorie Soggetti
Business
Journal title
Journal of retailing
ISSN journal
00224359 → ACNP
Volume
69
Issue
3
Year of publication
1993
Pages
280 - 319
Database
ISI
SICI code
0022-4359(1993)69:3<280:AESOAU>2.0.ZU;2-Y
Abstract
An ethnography of a midwestern farmers' market captures patterns of fa rmer/vendor behaviors and buyer-seller interactions. We used a variety of methods and media to produce a thick description of this periodic urban marketplace and to reveal a series of successful marketing pract ices. The paper uses an extended case study format as a baseline for i nterpreting the role of retail institutions in the social construction of community.