Organizing markets through representations in Market Research

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Sammanfattning

The purpose of market representations is to organize mental models of markets by highlighting some of its aspects, while neglecting others. This paper offers a classification device of market representations based in the practice of market research. An interpretative exploration of what constitutes a market representation is offered. This exploration illustrates the process of objectification of what counts, or not, as a market. The typology of markets reveals six dimensions: 1) demand, 2) social environment, 3) practices, 4) business categories, 5) stakeholders, and 6) self-selected constituency of interest.
OriginalspråkEngelska
Titel på värdpublikationMarketing: catching the technology wave : Academy of Marketing Conference 2-5 July 2012
RedaktörerBev Hulbert, Paul Harrigan
Antal sidor1
FörlagSouthampton Management School
Utgivningsdatum04.07.2012
Sidor32
StatusPublicerad - 04.07.2012
MoE-publikationstypA4 Artikel i en konferenspublikation
Evenemang2012 Academy of Marketing Conference - Southampton, Southampton, Storbritannien
Varaktighet: 02.07.201205.07.2012
Konferensnummer: 2012

Nyckelord

  • 512 Företagsekonomi
  • KOTA2012

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