Storying marketing research:The twisted tale of a consumer profiled

Quinn, Lee and Patterson, Anthony (2013) Storying marketing research:The twisted tale of a consumer profiled. Journal of Marketing Management, 29 (5-6). pp. 720-733. ISSN 0267-257X

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Abstract

By opening with a story, this article mildly subverts the typical conventions adopted by journal article writers. It is a direct response to calls from within management and marketing studies to embrace alternative modes of expression. Blurring fact (distilled from the findings of in-depth qualitative research) and fiction (distilled from our fevered imaginations), our case study–based story presents the twisted tale of a consumer profiled. By connecting dimensions of marketing, consumption, research, and practice, we seek to question whether digitally-equipped marketers can ever understand the true nature of today's inscrutable consumer.

Item Type:
Journal Article
Journal or Publication Title:
Journal of Marketing Management
Uncontrolled Keywords:
/dk/atira/pure/subjectarea/asjc/1400/1406
Subjects:
ID Code:
142351
Deposited By:
Deposited On:
30 Mar 2020 15:20
Refereed?:
Yes
Published?:
Published
Last Modified:
30 Mar 2020 15:20