Is marketing in crisis? Some commentators have contended that marketing principles no longer appear relevant to the real world of marketing managers. The foremost figures in the field are marketing's most outspoken critics rather than disseminators of the marketing message. Indeed, a number of noted academic authorities have announced nothing less than the end of marketing. While such apocalyptic sentiments are very much in keeping with our degraded, post-modern, pre-millenial times, the present volume of essays examines the extent to which the end of marketing is nigh. The authors explore...

Qualitative Marketing Research clearly explains the use and importance of qualitative methods, clarifying the theories behind the methodology and providing concrete examples and exercises which illustrate its application to management studies and marketing.

Is marketing coming to an end? The authors explore the present state of marketing scholarship and put forward a variety of visions of marketing in the twenty first century.