Ardley, Barry (2001) Metatheory metaphors and phenomenology: towards an interpretivist account of marketing planning practice. In: Academy of Marketing annual conference, July 2001, Cardiff university.
|Item Type:||Conference or Workshop Item (Paper)|
AM2001.pdf - Whole Document
|Divisions:||College of Social Science > Lincoln Business School|
|Abstract:||In the context of a general argument suggesting that there should be more phenomenological based research into the practice of marketing management, this paper indicates that a useful tool to assist the interpretivist researcher in the development of subsequent theory is the metaphor.|
|Date Deposited:||13 Jun 2012 15:36|
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