| 858397 |
Interpretive consumer research: two more contributions to theory and practice
Avi Shankar, Christina Goulding
(pp. 7-16)
Keywords:
Consumer behaviour,
Consumer marketing,
Market research,
Narrative,
Qualitative techniques
ArticleType: Technical paper
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(115 KB)
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| 858398 |
The direct marketing-direct consumer gap: qualitative insights
Martin Evans, Maurice Patterson, Lisa O’Malley
(pp. 17-24)
Keywords:
Consumer behaviour,
Direct marketing,
Group discussion,
Market research,
Privacy
ArticleType: Case study
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(632 KB)
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| 858399 |
Marketing and political campaigning: mutually exclusive or exclusively mutual?
Paul R. Baines, John Egan
(pp. 25-34)
Keywords:
Grounded theory,
Marketing activities,
Marketing strategy,
Politics,
Qualitative techniques
ArticleType: Research paper
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(106 KB)
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| 858400 |
The war metaphor in retailing: do soldiers see going to war as like going shopping?
Paul Whysall
(pp. 34-42)
Keywords:
Logistics,
Marketing concepts,
Metaphors,
Retailing,
War
ArticleType: Viewpoint
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(102 KB)
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| 858401 |
Looking at me, looking at you: qualitative research and the politics of knowledge representations in advertising and academia
Chris Hackley
(pp. 42-51)
Keywords:
Advertising,
Market research,
Marketing research,
Qualitative techniques
ArticleType: General review
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(115 KB)
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| 858402 |
Defining the information needs of senior marketing executives: an exploratory study
Nicholas J. Ashill, David Jobber
(pp. 52-61)
Keywords:
Decision making,
Market research,
Marketing information systems,
Qualitative techniques
ArticleType: Research paper
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(389 KB)
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