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6. 6. Consumer Segmentation in Practice: An Ethnographic Account of Slippage

Patricia L. Sunderland and Rita M. Denny

in Inside Marketing: Practices, Ideologies, Devices

Published in print:
2011
Published Online:
May 2011
ISBN:
9780199576746
eISBN:
9780191724916
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199576746.003.0007
Subject:
Business and Management, Marketing

This chapter uses the dual roles of participant and outsider to contextualize the production of a particular market research practice, consumer segmentation, in real time. The goal is to show that ... More


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