Applying Qualitative Methods to Marketing Management Research
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Description for Applying Qualitative Methods to Marketing Management Research
Hardcover. Editor(s): Buber, Renate; Gadner, Johannes; Richards, Lyn. Num Pages: 312 pages, biography. BIC Classification: KJSM. Category: (P) Professional & Vocational; (U) Tertiary Education (US: College). Dimension: 216 x 140 x 22. Weight in Grams: 499.
Qualitative research methodologies are gaining more and more acceptance. This book deals with the application of qualitative methods to marketing management research. It explains different ways of making and analyzing data with qualitative tools, and it describes the generation of results working for researchers as well as for practitioners in marketing management. Teachers and students in marketing and research methodology, as well as researchers and practitioners in marketing management will find useful material on research methods and case study research.
Qualitative research methodologies are gaining more and more acceptance. This book deals with the application of qualitative methods to marketing management research. It explains different ways of making and analyzing data with qualitative tools, and it describes the generation of results working for researchers as well as for practitioners in marketing management. Teachers and students in marketing and research methodology, as well as researchers and practitioners in marketing management will find useful material on research methods and case study research.
Product Details
Format
Hardback
Publication date
2004
Publisher
Palgrave Macmillan
Number of pages
316
Condition
New
Number of Pages
292
Place of Publication
Gordonsville, United States
ISBN
9781403916600
SKU
V9781403916600
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About N/A
TINE ADLER Managing Director, Innot gmbh (Crisis Management and Training) WALTER AIGNER Co-founder and Managing Director, HiTec Marketing PAT BAZELEY Director, Research Support P/L EVERT GUMMESSON Professor of Management and Marketing, Stockholm University School of Business, Sweden THOMAS HALLER Lecturer, Department of Retailing and Marketing, Vienna University of Economics and Business Administration PETRA KUCHINKA University Assistant, Department of Marketing, Johannes ... Read more
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