The organization, processing and representation of knowledge
becomes increasingly important in all scientific and business
contexts. This book focuses on qualitative methods for knowledge
organization and their contributions to knowledge-based issues of
marketing management research. Besides theoretical discussions of
different approaches to and definitions of knowledge and methods
for knowledge organization, several case studies in the field of
marketing management are presented. Questions of research design,
adequate choice of methodologies and practical relevance of the
results are addressed.
General
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