Zastosowanie podejścia etnograficznego we współczesnych badaniach marketingowych w sferze kultury
Application of ethnographic approach to contemporary marketing research in culture

Summary/Abstract: This paper presents the issue of ethnographic approach, which is more and more often used by market researchers, including market researchers in culture. The author emphasizes the fundamental characteristics of the ethnographic approach, discusses the results of sample marketing research done in accordance with this approach in the field of culture, and he points out their application in the decision making processes within the institutions and organizations operating on culture market.

• Details
• Contents