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Keywords: Practice
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2011) 29 (7): 628–642.
Published: 25 October 2011
.../approach To facilitate a phenomenological discussion, the critical framework of Mingers is utilised. This identifies a critique of rhetoric, of tradition, of authority and of objectivity. Secondary sources are then used to highlight the central role played by individual meaning in marketing practice...
