Qualitative Marketing Research: A Cultural Approach

PART ONE: CULTURAL APPROACH TO MARKETS AND METHODS PART ONE: CULTURAL APPROACH TO MARKETS AND METHODS 'Cultural Turn' in Marketing and Consumer Research Evaluating Cultural Research PART TWO: CULTURAL DATA AND METHODS Ethnographies Cultural Texts and Talk Visual Materials and Methods PART THREE: ANALYSIS IN CULTURAL RESEARCH Interpretation and Interpretive Frameworks Analysis in Practice Criteria for Good Cultural Analysis PART FOUR: WRITING CULTURAL RESEARCH Writing in Cultural Research Writing up Cultural Research PART FIVE: DEFENDING YOUR RESEARCH REPORT Theoretical Legacies and Philosophical Questions

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