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 language | English |
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Pages (from-to) | 720-733 |
Number of pages | 14 |
Journal | Journal of Marketing Management |
Volume | 29 |
Issue number | 5-6 |
DOIs | |
Publication status | Published - 4 Mar 2013 |
Keywords
- Storytelling
- Consumer profiling
- Marketing practice