Browsing 3rd Biennial Conference of the Indian Academy of Management (IAM), 2013 by Author "Sharma, Dheeraj"

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    • Ethnography in marketing: Acceptance and relevance 

      Nanarpuzha, Rajesh; Sharma, Dheeraj (Indian Institute of Management, Ahmedabad, 2013)
      In this study, we attempt to explore the acceptance and relevance of ethnography as a research method in marketing. We conduct a semiotics-led textual analysis of 15 leading mainstream academic journals in marketing for ...