This volume offers scholarship on feminist perspectives in marketing. Through many controversial discussions, it highlights and challenges assumptions about women and gender in marketing theory and practice from both historical and current contexts.
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"Lively and accessible, Market Research in Practice is a practical introduction to market research tools, approaches and issues. Offering a clear, step-by-step guide to the whole process - from planning and executing a project through to analysis and presentation of the findings…
Offering a pragmatic understanding of customer engagement as an object of effective marketing management, this book takes an integrative approach and brings together different streams of marketing research, such as customer activism and value formation. The author explores the n…
