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Record Nr. |
UNINA9910820397703321 |
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Titolo |
The state of research in marketing / / guest editors: Nick Lee and John Saunders |
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Pubbl/distr/stampa |
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Bradford, England, : Emerald Group Publishing, c2005 |
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ISBN |
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1-280-34702-3 |
9786610347025 |
1-84544-260-1 |
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Edizione |
[1st ed.] |
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Descrizione fisica |
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1 online resource (177 p.) |
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Collana |
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European journal of marketing ; ; v. 39, no. 3/4 |
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Altri autori (Persone) |
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Disciplina |
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Soggetti |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di contenuto |
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CONTENTS; EDITORIAL REVIEW BOARD; GUEST EDITORIAL - Whither research in marketing?; Where are we and where are we going? The status and future of research in marketing; Beyond incommensurability? Empirical expansion on diversity in research; Grounded theory, ethnography and phenomenology A comparative analysis of three qualitative strategies for marketing research; Qualitative research in marketing Road-map for a wilderness of complexity and unpredictability; The rise and fall of the Latin Square in marketing: a cautionary tale |
Equivalence of survey data: relevance for international marketingThe evolution of "classical mythology" within marketing measure development; Long life to marketing research: a postmodern view; About the authors; Call for papers |
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Sommario/riassunto |
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Features pieces from leading figures in the field such as John Saunders, Evert Gummesson and Dale Littler. A number of the UK authors are key people with regard to the UK Academy of Marketing. The e-book looks at positive and negative aspects of the current status of marketing research. |
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