What is it about?

In this book, we develop and elaborate on a cultural perspective on qualitative marketing research. We discuss the "cultural turn" in marketing and consumer reserach and articulate a set of methodological prinicples and practices for empirically analyzing social action in the marketplace.

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Why is it important?

At the time of its publication, the book was one of the first methodological accounts of 'cultural marketing and consumer research'.

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This page is a summary of: Qualitative Marketing Research, January 2006, SAGE Publications,
DOI: 10.4135/9781849209632.
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