Stepping out of the discourse to make sense of the discourse: an alternative lens to explore the strategic marketing management of the entrepreneurial consumer movement

Fillis, I and Dennis, N (2023) Stepping out of the discourse to make sense of the discourse: an alternative lens to explore the strategic marketing management of the entrepreneurial consumer movement. [Video]

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Abstract

We explore how the emerging entrepreneurial consumer movement can be understood using the jazz metaphor to communicate marketplace transformations in today’s turbulent environment.

Item Type: Video
Uncontrolled Keywords: Jazz, metaphor, improvisation, entrepreneurial consumers; 1505 Marketing
Subjects: M Music and Books on Music > M Music
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions: Doctoral Management Studies (from Sep 19)
Publisher: Westburn Publishers
Date of acceptance: 5 December 2022
Date of first compliant Open Access: 6 November 2023
Date Deposited: 05 Apr 2023 11:44
Last Modified: 06 Nov 2023 14:45
Editors: Brown, Stephen and Ponsonby-McCabe, Sharon
URI: https://ljmu-9.eprints-hosting.org/id/eprint/19226
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