Resumo

ACEVEDO, Christian. Informal trading in Barranquilla's Downtown: A qualitative approach. Pensam. gest. [online]. 2017, n.42, pp.187-214. ISSN 1657-6276.  https://doi.org/10.14482/pege.42.10471.

The findings of a research study on the informal commerce in Barranquilla's downtown are shown. This sector of the city stands out dueto its representativeness in several scopes, including the informal economic activity. Its theoretical foundation rests on three main topics: contextual marketing, the downtown, and informal economy. In this sense, intuiting that Barranquilla's downtown informal traders develop marketing activities that allows them to sustain their business, it is posed the objective of comprehending the main features of the informal commerce in this city area.

For this, a qualitative methodology is developed based on ethnography and grounded theory. The findings enable to describe and understand informal commerce in Barranquilla's downtown, from three areas of analysis: Informal traders, informal economic activity and informal marketing practices.

Palavras-chave : Contextual marketing; Barranquilla's downtown; informal commerce; informal economy; qualitative research.

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