Qualitative Research in Intelligence and Marketing: The New Strategic Convergence

Synopsis

"Walle's book can be viewed as a breakthrough: the first book to juxtapose, compare, and integrate the qualitative methods of marketing research with those of competitive intelligence. Among its many important features is a discussion of how to conduct a qualitative audit that assesses the degree to which an organization is able to take full advantage of qualitative analytic techniques. The result is an important new resource for marketing practitioners, scholars and their advanced students." Title Summary field provided by Blackwell North America, Inc. All Rights Reserved

Additional information

Contributors:
Publisher: Place of publication:
  • Westport, CT
Publication year:
  • 2001