Interpretive consumer research is based on the premise that “it may be reasonable to present consumers as individuals continually changing their needs and behaviour depending on their own internal states and their mutable environment” ( Szmigin and Foxall, 2000: 190).

Drawing on the above quote, discuss what form marketing theory should take. Use examples from the module to facilitate your argument.

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Interpretive consumer research is based on the premise that “it may be reasonable to present consumers as individuals continually changing their needs and behaviour depending on their own internal states and their mutable environment” ( Szmigin and Foxall, 2000: 190).

Drawing on the above quote, discuss what form marketing theory should take. Use examples from the module to facilitate your argument.

Leave a Reply

Your email address will not be published. Required fields are marked *