... both macro- (“zoom-out”) and micro-analytic (“zoom-in”) perspectives. Originality/value This paper offers a comprehensive view on one of the most disruptive concepts in marketing theory. Holbrook and Hirschman’s (1982) notion of consumption experience stems partly from the limitations...

... Phenenomenology Marketing theory Through the process of guru creation and the making of a marketing mythology, concepts and principles suggested by a single author have, if they have been in tune with the times, had a remarkable tendency readily to become accepted articles of faith […] (Kent, 1998, p. 139...

...Paul Henry Tim   Butler and Paul   Watt . Understanding Social Inequality . London : Sage   2007 . , ISBN: 0 7619 6370 7 Social class Market segmentation Classification Marketing theory Social class has long been employed as a segmentation variable...

... in the marketing area. In their conception, products are bought and consumed because they represent something to people. Interviews Marketing theory Research Behaviour This paper aims at presenting the laddering technique and discussing its application in the practice of academic and market...

... of contributions from major theoretical works where current research practices have led us to today would be published in the near future. © Emerald Group Publishing Limited 2005 --> Market research Marketing strategy Marketing theory Research methods Qualitative Market Research...

... than exclusive approach, allowing the existence of differing approaches and assuming each has a contribution to make to the furtherance of consumer behaviour research. © MCB UP Limited 2000 Marketing research Consumer behaviour Qualitative techniques Marketing theory Despite...

...Jillian Dawes; Reva Berman Brown Postmodern conditions and re‐evaluations of marketing theory are prompting a re‐consideration of marketing strategies and methodologies. This paper is concerned with research issues arising from these changes and uses the case of retailing financial services...

...Alistair R. Anderson; Andrew McAuley Explores the relationship between marketing theory and marketing activity within the context of rural entrepreneurship. The key to unlocking our understanding the dynamics of this relationship was to use a number of qualitative techniques including participant...

.... Advertising Consumer behaviour Market research Marketing research Marketing theory Perceptions The rationale for this paper is the view that social constructionism offers a potentially fruitful theoretical perspective within which to frame qualitative research in marketing. The paper attempts...

..., and the social construction of realities. © MCB UP Limited 1998 Consumer behaviour Grounded theory Marketing research Marketing theory Over the last decade and a half there has been increasing debate in academic marketing circles over the application of qualitative methodologies. While much...