Aimed at both graduate and undergraduate students majoring in business administration and in other fields of social sciences, Qualitative Marketing Research unpacks the emerging cultural approach in the field of marketing and consumer research and provides an interesting and informed study for anyone interested in cultural approaches to economic and social theory. The book also provides insights for MBA students and other business professionals who work in the field of marketing, advertising, media planning and qualitative market research, offering methodological resources for keeping professional skills up to date and help with designing and conducting relevant and skillful market research which is sensitive to the cultural dynamics of the marketplace behaviour.

Theoretical Legacies and Philosophical Questions

Is There a Theory on Cultural Marketing and Consumer Research?187

What is ACP?189

What Sort of Assumptions about Language and Discourse is ACP Based on? 190

What Does it Mean that Things are Studied as Texts?194

How do you Account for Material Practices in ACP?195

How do you See Structure and Agency in ACP?196

What is the Conception of Subjectivity in ACP?197

What's Wrong with the ‘Humanist’ Subject?199

Why is the Focus in ACP Always on the Political Aspects of ...

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