Historical research in marketing has been developing during the last few decades. Historical studies are found in the areas of advertising, retailing, strategy, consumer culture theory, critical marketing studies, market research and marketing thought. Although historical research in marketing...

This research explores how phenomenology can enrich consumer research as a philosophical and methodological approach by illuminating the emotional, symbolic and experiential dimensions of consumer behavior that are often overlooked in traditional models. It advocates for a paradigm shift that...

"This fully revised second edition of a best-selling Handbook is an essential resource for qualitative researchers and practitioners in marketing. Developments in artificial intelligence and software have contributed to huge changes in qualitative methodologies since the first edition was...

The editors' intention with this e-book was to collect a set of papers which primarily look to the future of observational research in marketing, while remaining in some way cognizant of the rich history of observational research. To the editors, observational research is any research which...