| Tekijä: | Stern, B. B. Thompson, C. J. Arnould, E. J. |
| Otsikko: | Narrative analysis of a marketing relationship: The consumer's perspective. |
| Lehti: | Psychology & Marketing
1998 : MAY, VOL. 15:3, p. 195-214 |
| Asiasana: | MARKETING STRATEGY MARKETING RESEARCH CONSUMER BEHAVIOUR |
| Kieli: | eng |
| Tiivistelmä: | The authors use narrative analysis to study a marketing relationship elicited by means of a phenomenological interview. The focal point is the consumer's perspective, and the single incident of a marketing encounter is treated as a core event in relationship marketing. The consumer's role is studied by means of narrative analysis, which exposes the consumer's script for the relationship. |
SCIMA