Metaphor as a method in the domain of marketing

von Cornelissen, Joep D.
Veröffentlicht in Marketing research ; Vol. 2: Qualitative marketing research (2009)

The uses of marketing theory : constructs, research propositions, and managerial implications

von Cornelissen, Joep D.
Veröffentlicht in Marketing research ; Vol. 2: Qualitative marketing research (2009)