Description: Qualitative Marketing Research : A Cultural Approach, Hardcover by Moisander, Johanna; Valtonen, Anu, ISBN 1412903807, ISBN-13 9781412903806, Brand New, Free shipping in the US 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
Publication Name: Qualitative Marketing Research : a Cultural Approach
Language: English
Publisher: SAGE Publications, The Limited
Subject: Research, Marketing / Research
Publication Year: 2006
Item Height: 0.7 in
Item Weight: 20 Oz
Type: Textbook
Subject Area: Social Science, Business & Economics
Author: Johanna Moisander, Anu Valtonen
Item Length: 9.6 in
Item Width: 6.6 in
Series: Introducing Qualitative Methods Ser.
Format: Hardcover
