Doing Anthropology in Consumer Research

by PatriciaL.Sunderland (Author), RitaM.Denny (Author), Frederic W . Gleach (Foreword), RussellW.Belk (Foreword)

• New

  Library Binding
  2008

  $159.03

  A guide to the theory and practice of conducting ethnographic research in corporate consumer environments. It argues that while the use of 'ethnography' in the corporate world has provided opportunities for anthropologists, this popularization has also too often divorced ethnography from its foundations, resulting in distortions in its use.