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" The state of research in marketing / "
guest editors, Nick Lee and John Saunders.
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BL
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| Record Number
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1030003
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| Doc. No
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b784373
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| Title & Author
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The state of research in marketing /\ guest editors, Nick Lee and John Saunders.
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| Publication Statement
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Bradford, England :: Emerald Group Pub.,, ©2005.
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| Series Statement
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European journal of marketing,; v. 39, no. 3/4
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| Page. NO
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1 online resource (177 pages)
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| ISBN
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1845440986
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: 1845442601
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: 9781845440985
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: 9781845442606
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| Bibliographies/Indexes
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Includes bibliographical references.
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| Contents
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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 marketing -- The evolution of "classical mythology" within marketing meaure development -- Long life to marketing research: a postmodern view.
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| Abstract
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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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| Subject
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Marketing.
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Research.
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Marketing.
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Research.
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| Dewey Classification
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658.8/3
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| LC Classification
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HF5415.2.S83 2005eb
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| Added Entry
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Lee, Nick,1975-
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Saunders, John, (Emeritus professor of marketing)
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