The ZMET Technique: A New Paradigm for Improving Marketing and Marketing Research
- Topics:
- Marketing Strategy
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Overview: For decades, marketing and marketing research have been based on a concept of consumer behaviour that is deeply embedded in a linear notion of marketing activities. With increasing regularity, key organising frameworks for marketing and marketing activities are being challenged by academics and practitioners alike. In turn, this has led to the search for new approaches and tools that will help marketers understand the interaction among attitudes, emotions and product/brand choice. This paper seeks to demonstrate the effectiveness of this alternative qualitative method, using a non-conventional approach, thus providing a useful contribution to the qualitative research area.
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Format: PDF | Size: 127KB | Date: Nov 2005 | Pages: 7
