The State Of Research In Marketing

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Features pieces from leading figures in the field such as John Saunders, Evert Gummesson and Dale Littler. A number of the UK authors are key people with regard to the UK Academy of Marketing. Looks at positive and negative aspects of the current status of marketing research Originally published as European Journal of Marketing (2005, Vol.39, No.3/4)

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ejm cover (i).qxd 3/9/05 11:24 AM Page 1 ISBN 1-84544-098-6 ISSN 0309-0566 Volume 39 Number 3/4 2005 European Journal of Marketing The state of research in marketing Guest Editors: Nick Lee and John Saunders www.emeraldinsight.com European Journal of Marketing ISSN 0309-0566 Volume 39 Number 3/4 2005 The state of research in marketing Guest Editors Nick Lee and John Saunders Access this journal online _________________________ 243 Editorial advisory board __________________________ 244 GUEST EDITORIAL Whither research in marketing? John Saunders and Nick Lee _____________________________________ 245 COMMENTARY Where are we and where are we going? The status and future of research in marketing Dale Littler and Caroline Tynan __________________________________ 261 Beyond incommensurability? Empirical expansion on diversity in research Andrea Davies and James A. Fitchett ______________________________ 272 Grounded theory, ethnography and phenomenology: a comparative analysis of three qualitative strategies for marketing research Christina Goulding _____________________________________________ 294 Qualitative research in marketing: road-map for a wilderness of complexity and unpredictability Evert Gummesson______________________________________________ Access this journal electronically The current and past volumes of this journal are available at: www.emeraldinsight.com/0309-0566.htm You can also search more than 100 additional Emerald journals in Emerald Fulltext (www.emeraldinsight.com/ft) and Emerald Management Xtra (www.emeraldinsight.com/emx) See page following contents for full details of what your access includes. 309 CONTENTS CONTENTS The rise and fall of the Latin Square in marketing: a cautionary tale continued Robert P. Hamlin ______________________________________________ 328 Equivalence of survey data: relevance for international marketing Hester van Herk, Ype H. Poortinga and Theo M.M. Verhallen __________ 351 The evolution of ‘‘classical mythology’’ within marketing measure development Nick Lee and Graham Hooley ____________________________________ 365 Long life to marketing research: a postmodern view Michela Addis and Stefano Podesta`________________________________ 386 About the authors ________________________________ 413 Call for papers ___________________________________ 416 www.emeraldinsight.com/ejm.htm As a subscriber to this journal, you can benefit from instant, electronic access to this title via Emerald Fulltext and Emerald Management Xtra. Your access includes a variety of features that increase the value of your journal subscription. Additional complimentary services available How to access this journal electronically E-mail alert services These services allow you to be kept up to date with the latest additions to the journal via e-mail, as soon as new material enters the database. Further information about the services available can be found at www.emeraldinsight.com/alerts To benefit from electronic access to this journal you first need to register via the internet. Registration is simple and full instructions are ava