Description: Qualitative Marketing Research : A Cultural Approach, Hardcover by Moisander, Johanna; Valtonen, Anu, ISBN 1412903807, ISBN-13 9781412903806, Like New Used, Free P&P in the UK Considering culture and especially multi-culturalism within marketing is relatively new at the industry level, although certain companies have by their very nature or intent have marketing culturally from their first moment. However, in the short time in which culture has been a consideration, practitioners and academics have forwarded a wide range of different approaches. Here the authors focus on research which draws not only on cultural studies but on poststructuralist thought at the undergraduate and graduate levels. They examine the "cultural turn" in marketing and customer research and evaluate cultural research in terms of its practical relevance and theoretical contribution. They describe ethnographies, cultural texts and talk, and visual materials and methods. They describe the analysis of cultural research from an interpretive framework, demonstrate a close reading of cultural texts, give criteria, and conclude by describing how to write and defend a research report. Annotation ©2006 Book News, Inc., Portland, OR ()
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Book Title: Qualitative Marketing Research : A Cultural Approach
Number of Pages: 240 Pages
Language: English
Publication Name: Qualitative Marketing Research: a Cultural Approach
Publisher: SAGE Publications INC International Concepts
Publication Year: 2006
Subject: Marketing
Item Height: 242 mm
Item Weight: 560 g
Type: Textbook
Author: Johanna Moisander, Anu Valtonen
Series: Introducing Qualitative Methods Series
Item Width: 170 mm
Format: Hardcover
