The state of research in marketing

guest editors: Nick Lee and John Saunders

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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Year of publication:	c2005
Other Persons:	Lee, Nick (contributor) ; Saunders, John (contributor)
Publisher:	Bradford, England : Emerald Group Publishing

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Extent:	Online-Ressource (177 p)
Series:	European journal of marketing ; v. 39, no. 3/4
Type of publication:	Book / Working Paper
Language:	English
Notes:	Description based upon print version of record 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; Electronic reproduction; Available via World Wide Web
ISBN:	1-84544-098-6 ; 978-1-84544-098-5
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012673116