Cultural Marketing and Consumer Research: Analytics of Cultural Practice Approach

The field of marketing and consumer research has witnessed a growing interest in studying marketplace phenomena from new distinctively cultural perspectives. This emerging stream of research is currently a heterogeneous field of research consisting of a range of different theoretical and methodological approaches, grounded on more or less different, often implicit and sometimes conflicting epistemological, ontological and methodological commitments. This paper draws attention to these commitments and sets out to define and outline one theoretically and methodologically coherent approach for studying marketplace as a cultural phenomenon.


Johanna Moisander and Anu Valtonen (2005) ,"Cultural Marketing and Consumer Research: Analytics of Cultural Practice Approach", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research.


Johanna Moisander, Helsinki School of Economics
Anu Valtonen, Helsinki School of Economics


E - European Advances in Consumer Research Volume 7 | 2005

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