Table of contents
Investigating the power of imagery in marketing communication: evidence‐based techniques
Alan BranthwaiteVisual imagery has potentially powerful effects on human psychology and physiology, affecting ideas, perceptions, beliefs, feelings, behaviour and health. It plays a central role…
Integrating the enterprise: the role of a language system for a marketing conception
John Driver, Panos LouvierisA marketing‐centric view of the connected enterprise implies that qualitative information in its systems and general document structures share a marketing‐based vocabulary – we…
A qualitative study of the influencing factors on the decision process for acquiring ERP software
Jacques C. Verville, Alannah HalingtenThis paper focuses on the influences and characteristics of the enterprise resource planning (ERP) acquisition process (ERPAP) that were found during a multiple‐case study of four…
Exploring the needs of SMEs for mobile data technologies: the role of qualitative research techniques
Debra Harker, Jeanette Van AkkerenThe technological environment in which contemporary small‐ and medium‐sized enterprises (SMEs) operate can best be described as dynamic. The seemingly exponential nature of…
On‐line qualitative market research: interviewing the world at a fingertip
Norbert Scholl, Sabine Mulders, Rob DrentThis paper describes an experimental study into the validity and reliability of international qualitative market research through the Internet. Is it possible to generate valuable…
ISSN:
1352-2752Online date, start – end:
1998Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Fiona Spotswood