Storying Marketing Research: The Twisted Tale of a Consumer Profiled

Lee Quinn, Anthony Patterson

Research output: Contribution to journalArticle

7 Citations (Scopus)

Abstract

By opening with a story, this article mildly subverts the typical conventions adopted by journal article writers. It is a direct response to calls from within management and marketing studies to embrace alternative modes of expression. Blurring fact (distilled from the findings of in-depth qualitative research) and fiction (distilled from our fevered imaginations), our case study–based story presents the twisted tale of a consumer profiled. By connecting dimensions of marketing, consumption, research, and practice, we seek to question whether digitally-equipped marketers can ever understand the true nature of today's inscrutable consumer.
Original languageEnglish
Pages (from-to)720-733
Number of pages14
JournalJournal of Marketing Management
Volume29
Issue number5-6
DOIs
Publication statusPublished - 4 Mar 2013

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Marketing research
Marketing
Marketers
Qualitative research

Keywords

  • Storytelling
  • Consumer profiling
  • Marketing practice

Cite this

Storying Marketing Research: The Twisted Tale of a Consumer Profiled. / Quinn, Lee; Patterson, Anthony.

In: Journal of Marketing Management, Vol. 29, No. 5-6, 04.03.2013, p. 720-733.

Research output: Contribution to journalArticle

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