Grounded Theory as a macromarketing methodology : critical insights from researching the marketing dynamics of Fairtrade Towns
Anthony Samuel and Ken Peattie
| Year of publication: |
March 2016
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|---|---|
| Authors: | Samuel, Anthony ; Peattie, Kenneth J. |
| Published in: |
Journal of macromarketing : examining the interactions among markets, marketing, and society. - Thousand Oaks, Calif. : Sage, ISSN 0276-1467, ZDB-ID 784653-8. - Vol. 36.2016, 1, p. 11-26
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| Subject: | grounded Theory | qualitative research | ethnography | fair trade | fairtrade towns | macromarketing | Fairer Handel | Fair trade | Grounded Theory | Grounded theory | Marketingtheorie | Marketing theory | Wissenschaftliche Methode | Scientific method | Qualitative Methode | Qualitative method | Marketing | Marktforschung | Market research | Sozialwissenschaft | Social sciences |
| Type of publication: | Article |
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| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/0276146715608920 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011452309