Qualitative Marketing Research: A Cultural Approach (Introducing Qualitative Methods Series) - Softcover

Johanna Moisander; Anu Valtonen

Softcover

ISBN 10: 1412903815 ISBN 13: 9781412903813

Publisher: SAGE Publications Ltd, 2006

Synopsis

Aimed at both graduate and undergraduate students majoring in business administration and in other fields of social sciences, Qualitative Marketing Research unpacks the emerging cultural approach in the field of marketing and consumer research and provides an interesting and informed study for anyone interested in cultural approaches to economic and social theory. The book also provides insights for MBA students and other business professionals who work in the field of marketing, advertising, media planning and qualitative market research, offering methodological resources for keeping professional skills up to date and help with designing and conducting relevant and skillful market research which is sensitive to the cultural dynamics of the marketplace behaviour.

About this title

Review:

"The volume provides an exhaustive study of the subject at hand, written in a very scholarly fashion." (S. D. Clark 2006-11-27)

About the Author:

Dr. Johanna K. Moisander is Professor of Corporate Communication at Aalto University School of Business, Department of Communication. Her research interests center on cultural and practice-based approaches to management and organization studies and consumer culture theory. At the moment, her empirical research focuses on media convergence and strategic change in the media industry.

About this edition

• Publisher: SAGE Publications Ltd
• Publication date: 2006
• ISBN 10: 1412903815
• ISBN 13: 9781412903813
• Binding: Paperback
• Edition number: 1
• Number of pages: 240