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November 1, 1994Journal of Marketing Research

Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation

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Authors

EAEric J. ArnouldAalto UniversityMWMelanie WallendorfUniversity of Arizona

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Arnould et al. (1994) studied this question.

synapsesocial.com/papers/6a0a160ca9b588564434bf11https://doi.org/10.1177/002224379403100404
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