entrepreneurial marketing using this approach. Design/methodology/approach – Five entrepreneurial marketers are assessed using … understanding of entrepreneurial marketing by utilising biographical research. This builds on the limited existing research in … a business is run using an entrepreneurial marketing approach. Biographical techniques succeed in addressing the need …

There have been several waves of calls for methodological pluralism in the marketing literature. However, there has … been expressed about their use. Through this discussion aims to progress the methodological debate in marketing research.  …

Questions the processes and methodologies of marketing research. Challenges the “scientific” hypothetico … frames of reference for assessing qualitative marketing scholarship and research. Discusses the implications of adapting … frameworks from the world of art. Concludes by stressing that marketing research needs to be accepted at different levels of …

, drawing on the three elements of a scientific paradigm of ontology, epistemology and methodology. The first two criteria …: multiple perceptions of participants and of peer researchers. The final three criteria concern methodology: methodological … will facilitate the further adoption of the realism paradigm and its evaluation in marketing research about, for instance …