Interpretive marketing research: using ethnography in strategic market development

Johanna Moisander, Elina Närvänen, Anu Valtonen

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

Original languageEnglish
Title of host publicationMarketing management
Subtitle of host publicationa cultural perspective
EditorsLuca M Visconti, Lisa Peñaloza, Nil Toulouse
Place of PublicationAbingdon
PublisherRoutledge
Chapter15
Pages237-253
Edition2nd revised edition
ISBN (Electronic)978-0-203-71080-7
ISBN (Print)978-1-138-56141-0
DOIs
Publication statusPublished - 14 May 2020
MoEC publication typeA3 Part of a book or another research book

Field of science

  • Business and management

Citation for this output