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Keywords: Bricolage
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Journal Articles
Walking on the light side: Investigating the world of ghost tour operators and entrepreneurial marketing
Available to Purchase
Qualitative Market Research: An International Journal (2018) 21 (2): 232–252.
Published: 09 April 2018
... to be sustainable, ghost tour operators must engage in effective entrepreneurial marketing (EM) practices. This study aims to evaluate the extent to which ghost tour operators use EM within their business. Design/methodology/approach A qualitative bricolage approach is used as a way to explore the use of EM...
