search query: @author Berthon, P. / total: 24
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| Author: | Krepapa, A. Berthon, P. |
| Title: | Making meaning : Interpretive diversity and market learning - a model and propositions |
| Journal: | Marketing Theory
2003 : JUN, VOL 3:2, p. 187-208 |
| Index terms: | INFORMATION DIVERSITY MARKETING ORGANIZATIONAL LEARNING |
| Language: | eng |
| Abstract: | This article concerns market learning process and its central phenomenon : the interpretation of information. The authors concern the subject of the issue by modelling interpretive modes and by introducing the concept of interpretive diversity. The authors link these two models together and discuss the implications for marketing thought and practice. |
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