| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 10496140 | Industrial Marketing Management | 2012 | 8 Pages |
Abstract
⺠We evaluate B2B marketing mapping metaphors - different mapping styles, types of research journey, sights & destinations. ⺠We critically evaluate this mapping exercise by taking up the navigational metaphor. ⺠We critique modernist, nomothetic 'dead mapping' contrasting it with a 'second order' mapping style. ⺠This 'second order narrative mapping' involves an appreciation that the map precedes and configures the territory. ⺠This requires the researcher/traveller to realise that the map has a subjective effect upon orientation and animation.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Sid Lowe, Nick Ellis, Sharon Purchase, Michel Rod, Ki-Soon Hwang,