Ethnographic stories for market learning

Journal of Marketing

Volumn 77, Issue 4, 2013, Pages 1-16

  Cayla, Julien ^a,b,c   Arnould, Eric J ^d,e  

^a NANYANG TECHNOLOGICAL UNIVERSITY   (Singapore)

^b NANYANG TECHNOLOGICAL UNIVERSITY   (Singapore)

^c KEDGE BUSINESS SCHOOL   (France)

^d UNIVERSITY OF BATH   (United Kingdom)

^e UNIVERSITY OF SOUTHERN DENMARK   (Denmark)

Author keywords

Ethnography; Market learning; Market research; Narrative; Storytelling

Indexed keywords

EID: 84884486244     PISSN: 00222429     EISSN: 15477185     Source Type: Journal    
DOI: 10.1509/jm.12.0471     Document Type: Article

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