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Research on industrial marketing described by scientists at Aarhus University

Source :
Marketing Weekly News. April 10, 2010
Publication Year :
2010

Abstract

'The paper addresses the role and use of theory in theory-building case research. How to use existing theory in theory-building efforts is a crucial, yet somewhat overlooked challenge within qualitative [...]

Subjects

Subjects :
Business-to-business advertising -- Case studies
Universities and colleges -- Case studies
Advertising, marketing and public relations
Aarhus University

Details

Language :
English
ISSN :
19442424
Database :
Gale General OneFile
Journal :
Marketing Weekly News
Publication Type :
News
Accession number :
edsgcl.222757521

Tools

Authors Abstract Subjects Details