ETHNOGRAPHY FOR MARKETERS: A Guide to Consumer Immersion. By Hy Mariampolski, Sage Publications, 2006.
 
Business & Economics
ISBN: 0761969470
 
"Ethnography for Marketers" provides a comprehensive step-by-step guide for planning and executing consumer studies that lead to innovations in products, services, and communications. Hy Mariampolski provides real-world examples, used successfully for over 15 years at his own company, to set standards for best practices in planning, managing, executing, and generating strategic insights. "Ethnography for Marketers" is designed as a standard training and reference resource to help corporate managers and marketers design and implement ethnographic studies. This Text is an excellent textbook for advanced undergraduate and graduate students studying ethnography or research methods in a variety of programs including business, sociology, anthropology, and education.
 
Brown cover with black spine title. Secure binding with clean pages and light cover wear. University of Oregon Medical School copy, with checkout and stamp at front endpapers. 187 pp. plus end section. Color illustrated.