Zusammenfassung
Ziel dieses Beitrages ist es, eine vorläufige Definition des Diskursbegriffes zu geben, einen Überblick über die bisherige Verwendung dieser Herangehensweise in der Markt- und Marketingforschung zu bieten und die Vorteile der Diskursanalyse gegenüber anderenMethoden anhand eines kurzen Beispieles hervorzuheben.
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Koller, V. (2009). Die diskursanalytische Methode. In: Buber, R., Holzmüller, H.H. (eds) Qualitative Marktforschung. Gabler. https://doi.org/10.1007/978-3-8349-9441-7_22
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