Handbook of Qualitative Research Methods in Marketing
Russell W. Belk
Edward Elgar, 2006 - 595 من الصفحات
The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed discussions of current thought and practice in:
- research paradigms such as grounded theory and semiotics
Authors include leading scholars and practitioners from North America and Europe. They draw on a wealth of experience using well-established as well as emerging qualitative research methods. The result is a thorough, timely, and useful Handbook that will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.
النتائج 1-3 من 49
... activities , consumption behavior and so on , marketing history focuses on the history of the activities or practices themselves , whereas the history of marketing thought focuses on the ideas about those phenomena . Of course , as ...
... activities are presented and turned into normative accounts of how brand building should take place . The literature on brand management consists of a myriad of normative frameworks that provide managers with the prescription for the ...
... activities are conducted online ( Schroeder , 2003 ) . While not directly focusing on brand management , this stream of visual research looks at the artifacts of companies ' brand - building activities . Methods and pitfalls for ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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