Edited by Shintaro Okazaki
Chapter 8: Unearthing Insights into the Changing Nature of Japanese Advertising via the Grounded Theory Approach
8 Unearthing insights into the changing nature of Japanese advertising via the grounded theory approach Shintaro Okazaki and Barbara Mueller GROUNDED THEORY IN INTERNATIONAL ADVERTISING RESEARCH: BORROWING FROM OTHER DISCIPLINES While qualitative ...
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