Qualitative Marketing Research

Johanna Moisander, Anu Valtonen
  • January 2006, SAGE Publications
  • DOI: 10.4135/9781849209632

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.

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'.


Professor Johanna K. Moisander
Aalto University

The book is now available also as an ebook (incl. Kindle & Google Play versions).

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The following have contributed to this page: Professor Johanna K. Moisander

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