Hybrid Orientation and New Approaches in Marketing
DOI:
https://doi.org/10.15678/krem.736Keywords:
integrated methods, mixed methods, integration of research approaches, positivist research, interpretive research, research on marketing conceptsAbstract
The paper presents the possibility of using the hybrid orientation called "the third methodological movement" in the study of modern marketing concepts, such as value-based marketing, relationship marketing, social marketing or international marketing. This article presents the methodological basis of an integrated approach, presenting its concept, nature and typologies. It then presents the opportunities and limitations of using an integrated, hybrid approach to research marketing concepts.
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