Although competitive intelligence and contemporary marketing
research evolved from different intellectual traditions, both are
indebted to qualitative methods of research and analysis. Walle
shows that by merging their strategies in relevant ways, both
fields grow even more robust and responsive to the needs of
business clients and decision makers. Written by a noted
humanist/social scientist with a wide ranging background in
competitive intelligence and marketing research, this book can be
viewed as a breakthrough. It is 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.
Walle reminds us that the qualitative social sciences and
humanities have a strong tradition within intelligence, one that
dates back to World War II. Although innovations from the
qualitative social sciences and humanities were developed 50 years
ago, they were allowed to atrophy as the principle researchers of
the time re-entered civilian life. Walle updates and revives them,
and shows readers how to do it themselves for their own business
purposes. The book reintroduces the World War II-era culture at a
distance method that applied qualitative social sciences and
humanities to intelligence, but updates them in terms of advances
that have taken place since then. It also provides useful means to
merge competitive intelligence and contemporary marketing research
in ways that will result in collaboration and mutual understanding.
Finally, Walle provides an appendix that discusses how to recruit
and motivate researchers, whose training comes out of the
humanities but whose contributions to business will prove of
exceptional value. This is an important new resource for marketing
practitioners and graduate level students and their teachers.
General
Imprint: |
Praeger Publishers Inc
|
Country of origin: |
United States |
Release date: |
October 2000 |
First published: |
October 2000 |
Authors: |
Alf H. Walle
|
Dimensions: |
235 x 156 x 15mm (L x W x T) |
Format: |
Hardcover
|
Pages: |
264 |
ISBN-13: |
978-1-56720-366-0 |
Categories: |
Books >
Business & Economics >
General
|
LSN: |
1-56720-366-3 |
Barcode: |
9781567203660 |
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!