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.
General
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