The state of research in marketing [[electronic resource] /] / guest editors: Nick Lee and John Saunders

• Pubblicazione: Bradford, England, : Emerald Group Publishing, c2005
• Descrizione fisica: 1 online resource (177 p.)
• Disciplina: 658.8
• Soggetto topico: Marketing; Research
• Altri autori: LeeNick SaundersJohn
• Note generali: Description based upon print version of record.
• Nota di contenuto: 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
• Sommario/riassunto: 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.
• Titolo autorizzato: The state of research in marketing
• ISBN: 1-280-34702-3; 9786610347025; 1-84544-260-1
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910783218503321
• Lo trovi qui: Univ. Federico II