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 91
... branded throughout the last century . The great market success of the abundant variety of practical how - to branding books , written by brand consultants and retired marketers , furthermore illustrates that brand management is ...
... brand owner , consumers , popular culture and other important stakeholders . The company which has given birth to ... Brand Owners Stories Stories Other Important Stakeholder Source : Adapted Researching the cultures of brands 85.
... brands and scholars who have studied consumer culture and brands . This gulf between brand management research and brand culture research is unfortunate and has generated brand theories that are less potent in informing managers how to ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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