Street Level Marketing (SLM) is defined as the marketing activities undertaken by a member of a psychographic niche to further the adoption of an idea, good or service, developed within the niche, to meet the specific needs or wants of the niche (Dann and Dann, 2004). With the revision to the AMA’s understanding of marketing in 2004, the opportunity exists to revisit the street level marketing concept to update the intra niche-driven marketing concept into line with
the new understanding of commercial marketing. This paper outlines the changes to the SLM concept based on the 2004 marketing definition, and the impact this has for the role of SLM in business and non business applications. Five changes to the model are outlined – the revision of the marketing orientation concept, and the expansion of the market immersion, credibility and aidmheil concepts to reflect elements of the AMA (2004) marketing definition.
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