The discourse of Big Data in marketing: ‘scientification’ of marketing research and what should the interpretive community do about it?

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

Original languageEnglish
Title of host publicationProceedings of the 8th EIASM Workshop on Interpretive Consumer Research
PublisherEuropean Institute for Advanced Studies in Management
Publication date2015
Publication statusPublished - 2015
Event8th Workshop in Interpretive Consumer Research - Edinburgh, United Kingdom
Duration: 15. Apr 201517. Apr 2015


Workshop8th Workshop in Interpretive Consumer Research
Country/TerritoryUnited Kingdom

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