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ISBN: 1567203663Издательство: Quorum Books
Although competitive intelligence and contemporary marketing research evolved from different intellectual traditions, both are indebted to qualitative methods of research and analysis. 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.