Brian Moeran

Ethnography at Work

• Broschiertes Buch

Produktbeschreibung

Ethnography at Work follows the experiences of the author as a participant observer in the day-to-day running of a Japanese advertising agency. The book reveals the intricate behind-the-scenes planning, discussion, negotiations and strategies needed to ensure that the agency's presentation to a potential client will be preferred over that of a rival firm. The book shows how detailed ethnography can lead to an understanding of numerous different, but interlocking, theoretical issues. It demonstrates how ethnography can travel beyond the academic realm and be used by business personnel to heighten their understanding of their companies' organizational structures, strategies and daily work practices. Asking crucial questions about the role of the anthropologist in the field, Ethnography at Work introduces students to ways in which anthropologists study social systems in business.

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Produktdetails

• Verlag: Routledge
• Seitenzahl: 166
• Erscheinungstermin: 1. September 2007
• Englisch
• Abmessung: 234mm x 156mm x 9mm
• Gewicht: 263g
• ISBN-13: 9781845204983
• ISBN-10: 1845204980
• Artikelnr.: 22722535

Autorenporträt

Brian Moeran is Professor of Culture and Communication, Copenhagen Business School. He is the author of numerous books and articles.

Inhaltsangabe

The Case
It's in the NameThe Theories
Follow the Money
Advertising Talk
Impression Management
Constraints and Creativity
In Search of the Other
Conclusion: Ethnography at Work