...Anthony A. Hines; Barry Ardley Purpose This paper uses phenomenology as a critical theoretical lens through which to view marketing management theory. The aim is to demonstrate that it can uncover the extent to which established theory neglects the human side of marketing. Design/methodology...

.../approach The research approach was based on the existential phenomenological interview; ten women living in the UK who were in paid employment outside the home at the time of the study, who were married (or living with their partner) and who had at least one child living at home participated in the study...

... was pursued. The final part of the article, the development of a new model, also utilises phenomenological aspects because the proposed model cannot be observed in reality yet and the suggestions forwarded are the result of a creative process of mapping existing heuristic marketing devices and action research...

... that a research framework may be advanced to enable a greater understanding of the concept. Presents an overview of this research, together with preliminary findings based on phenomenological interviews. Clearly demonstrates the significance of this area of study within consumer research and proposes an agenda...