Considering culture and especially multi-culturalism within marketing is relatively new at the industry level, although certain companies have by their very nature or intent have marketing culturally from their first moment. However, in the short time in which culture has been a consideration, practitioners and academics have forwarded a wide range of different approaches. Here the authors focus on research which draws not only on cultural studies but on poststructuralist thought at the undergraduate and graduate levels. They examine the "cultural turn" in marketing and customer research and evaluate cultural research in terms of its practical relevance and theoretical contribution. They describe ethnographies, cultural texts and talk, and visual materials and methods. They describe the analysis of cultural research from an interpretive framework, demonstrate a close reading of cultural texts, give criteria, and conclude by describing how to write and defend a research report. Annotation ©2006 Book News, Inc., Portland, OR (booknews.com)
Aimed at both graduate and undergraduate students majoring in business administration and in other fields of social sciences,Qualitative Marketing Research unpacks the emerging cultural approach in the field of marketing and consumer research and provides an interesting and informed study for anyone interested in cultural approaches to economic and social theory.
Arvustused
"The volume provides an exhaustive study of the subject at hand, written in a very scholarly fashion." -- S. D. Clark
PART ONE: CULTURAL APPROACH TO MARKETS AND METHODS
PART ONE: CULTURAL APPROACH TO MARKETS AND METHODS
`Cultural Turn' in Marketing and Consumer Research
Evaluating Cultural Research
PART TWO: CULTURAL DATA AND METHODS
Ethnographies
Cultural Texts and Talk
Visual Materials and Methods
PART THREE: ANALYSIS IN CULTURAL RESEARCH
Interpretation and Interpretive Frameworks
Analysis in Practice
Criteria for Good Cultural Analysis
PART FOUR: WRITING CULTURAL RESEARCH
Writing in Cultural Research
Writing up Cultural Research
PART FIVE: DEFENDING YOUR RESEARCH REPORT
Theoretical Legacies and Philosophical Questions
Dr. Johanna K. Moisander is Professor of Corporate Communication at Aalto University School of Business, Department of Communication. Her research interests center on cultural and practice-based approaches to management and organization studies and consumer culture theory. At the moment, her empirical research focuses on media convergence and strategic change in the media industry. I received my Ph.D. from the Aalto University School of Economics in 2004. Since 2005, I have acted as a marketing professor at the University of Lapland. Moreover, I have 10 years of business experience within creative knowledge industries.
My research interests center, firstly, on cultural and critical approaches to consumption, marketing and tourism. Drawing upon practice-based approaches, anthropology, cultural studies, feminist studies and semiotics, I have explored topics such as body and gender, service work, knowing, sensing, and weather. Secondly, my research interests center on the development of qualitative research methodologies (ethnographies, focus groups, interviews, projective techniques, narratives).
My most recent research project investigates sleep as a social practice in the context of tourism, consumer culture and media-intensive economy. The other recent project is concerned with the role of all the senses in the meaning-making processes of consumer culture and business organizations, moving thereby beyond the visual gaze.
