the field into Positivism, Interpretivism and Critical Theory. We discuss these approaches and celebrate their … ?paradigmapping? and demonstrate that this concept can be employed to transcend incommensurability in the field of marketing. We also … critical theory with a healthier balance between knowledge and other virtues. We posit a relativist position where we clearly …

approach to managing such ventures is outlined, based on strategic marketing theory applied to a major project, the … can be effectively facilitated by following a theory based process similar to what is used in corporate practice. An …

This study has important implications for marketing theory and practice. In an era of turbulent market environments …

. (1998). The role of affect in attitude formation: A classical conditioning approach. Journal of the Academy of Marketing … brand loyalty for a high-risk business-to-business service. This study provides new insights into the theory and practice of …

that there is a need for a more rigorous application in order to develop theory and aid effective decision making. Design …/methodology/approach – The paper examines three qualitative methodologies: grounded theory, ethnography, and phenomenology. It compares and … broader field of marketing. It proposes a number of possible contexts that may benefit from in-depth qualitative enquiry …