Browsing 3rd Biennial Conference of the Indian Academy of Management (IAM), 2013 by Subject "emerging markets"
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Ethnography in marketing: Acceptance and relevance
(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 ...