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.

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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.

Item Type:	Conference or Workshop Item (Paper)
Additional Information:	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.
Keywords:	metaphors, marketing planning, interpretivist, social construction
Subjects:	N Business and Administrative studies > N500 Marketing
Divisions:	College of Social Sciences > Faculty of Business & Law > Lincoln Business School
Depositing User:	Barry Ardley
Date Deposited:	13 Jun 2012 15:36
Last Modified:	13 Mar 2013 09:10
URI:	http://eprints.lincoln.ac.uk/id/eprint/5824

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