Rethinking Marketing: Qualitative Strategies and Exotic Visions

by Alf H. Walle

Walle surveys the qualitative social sciences and humanities for instances where by design or accident they have had important things to say on the theory and practice of marketing and consumer research. He sees them as alternatives to the scientific method and quantitative analysis -- complements but not surrogates. He describes examples of humanistic analysis that readers without special grounding in the humanities can grasp, a discussion of...

• Format: Hardcover
• Language: English
• ISBN: B0041UT6UA
• ISBN13: 9781567203882
• Release Date: November 2000
• Publisher: Praeger
• Length: 232 Pages
• Weight: 1.12 lbs.
• Dimensions: 0.9" x 6.5" x 9.6"