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Aimed at both graduate and undergraduate students majoring in business administration and in other fields of social sciences, Qualitative Marketing Research unpacks the emerging cultural approach in the field of marketing and consumer research and provides an interesting and informed study for anyone interested in cultural approaches teconomic and social theory The book alsprovides insights for MBA students and other business professionals whwork in the field of marketing, advertising, media planning and qualitative market research, offering methodological resources for keeping professional skills up tdate and help with designing and conducting relevant and skillful market research which is sensitive tthe cultural dynamics of the marketplace behavior
