On the offbeat: applying the jazz metaphor to move from mainstream to more holistic marketing research

Paper

Mills, Michael K.. 2008. "On the offbeat: applying the jazz metaphor to move from mainstream to more holistic marketing research." Spanjaard, Daniela, Denize, Sara and Sharma, Neeru (ed.) ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat. Sydney, Australia 01 - 03 Dec 2008 Australia.

Authors
Paper/Presentation Title	On the offbeat: applying the jazz metaphor to move from mainstream to more holistic marketing research
Presentation Type	Paper
Author	Mills, Michael K.
Editors	Spanjaard, Daniela, Denize, Sara and Sharma, Neeru
Journal or Proceedings Title	Proceedings of the 2008 Australian and New Zealand Marketing Academy Conference (ANZMAC 2008)
ERA Conference ID	76596
Number of Pages	7
Year	2008
Place of Publication	Australia
ISBN	1863081445
Web Address (URL) of Paper	http://www.anzmac-2008.org/_Proceedings/Index.html
Conference/Event	ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat
	ANZMAC Conference
Event Details	ANZMAC Conference Australian and New Zealand Marketing Academy Conference Rank C
Event Details	ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat Parent ANZMAC Conference Event Date 01 to end of 03 Dec 2008 Event Location Sydney, Australia
Abstract	The article employs the metaphor of jazz music making to facilitate visualisation and implementation of needed change within the market research profession. The article also contributes to the literature in positing potential new forms of evaluation criteria suggested by the metaphor which might be used in evaluating research (and researcher) quality. An example of how the metaphor might be applied to make the typical research presentation more engaging to decision-makers is also provided.
Keywords	jazz; metaphor; mainstream; holistic; marketing; research; change
ANZSRC Field of Research 2020	350606. Marketing research methodology
	359999. Other commerce, management, tourism and services not elsewhere classified
	500107. Professional ethics
Public Notes	File reproduced in accordance with the copyright policy of the publisher/author.
Byline Affiliations	School of Management and Marketing

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