Metatheory metaphors and phenomenology: towards an interpretivist account of marketing planning practice

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 Science > Lincoln Business School
ID Code:5824
Deposited By: Barry Ardley
Deposited On:13 Jun 2012 15:36
Last Modified:13 Mar 2013 09:10

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