@inbook{cfc25e7f577942c3867ed9fc78082732,
title = "Interpretive marketing research: Using ethnography in strategic market development",
keywords = "marketing, ethnography, marketing research, strategies, market research, markets, research methods, qualitative research, cultural research, consumer markets, branding",
author = "Johanna Moisander and Anu Valtonen",
year = "2012",
language = "English",
isbn = "978-0-415-60682-0",
pages = "246--260",
editor = "Lisa Pe{\~n}aloza and Nil Toulouse and Visconti, \{Luca M.\}",
booktitle = "Marketing management",
publisher = "Routledge",
address = "United Kingdom",
}