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