Ethnography for Marketers: A Guide to Consumer Immersion

ISBN-13: 9780761969471 / Angielski / Miękka / 2005 / 264 str.

Hy Mariampolski

Opis

Ethnography, with its focus on observed everyday behavior, is quickly becoming the method of choice to identify unmet needs, stimulate novel insights, and create strategies for developing new ideas. Ethnography for Marketers provides a comprehensive step-by-step guide for planning and executing consumer studies that lead to innovations in products, services, and communications. Hy Mariampolski provides real-world examples, used successfully for over 15 years at his own company, to set standards for best practices in planning, managing, executing, and generating strategic insights. Ethnography for Marketers is designed as a standard training and reference resource to help corporate managers and marketers design and implement ethnographic studies. This Text is an excellent textbook for advanced undergraduate and graduate students studying ethnography or research methods in a variety of programs including business, sociology, anthropology, and education.