Chapter 8: A guide to the successful use of case study in marketing management research


Çizel B.

Handbook of Research Methods for Marketing Management, Robin Nunkoo,Viraiyan Teeroovengadum and Christian M. Ringle, Editör, Edward Elgar , London, ss.193-209, 2021

  • Yayın Türü: Kitapta Bölüm / Ders Kitabı
  • Basım Tarihi: 2021
  • Yayınevi: Edward Elgar 
  • Basıldığı Şehir: London
  • Sayfa Sayıları: ss.193-209
  • Editörler: Robin Nunkoo,Viraiyan Teeroovengadum and Christian M. Ringle, Editör
  • Akdeniz Üniversitesi Adresli: Evet

Özet

By following the leading textbooks and with systematic literature review of concept related to case studies, this chapter aims to derive the evaluation framework based on which positive examples of case study use will be defined together with common mistakes that occur during its application in marketing management field.