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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| Item Type: | Conference or Workshop contribution (Paper) |
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| Item Status: | Live Archive |
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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.
| 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. |
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| Keywords: | metaphors, marketing planning, interpretivist, social construction |
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| Subjects: | N Business and Administrative studies > N500 Marketing |
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| Divisions: | Lincoln International Business School |
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| ID Code: | 5824 |
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| Deposited On: | 13 Jun 2012 15:36 |
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