Designed for students, scholars and marketing research practitioners by three qualitative marketing research pioneers, this book takes readers through the basics to an advanced understanding of the state of the art in qualitative marketing and consumer research. With hands-on exercises that research[...]

The chapters in this volume have been selected from the best papers presented at the 9th Annual Consumer Culture Theory Conference held at the home of Aalto University in Finland in June 2014. The theme of the conference was Mapping Consumer Culture. The diverse interpretive research and theory repr[...]