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.

TINE ADLER Managing Director, Innot gmbh (Crisis Management and Training)WALTER AIGNER Co-founder and Managing Director, HiTec MarketingPAT BAZELEY Director, Research Support P/LEVERT GUMMESSON Professor of Management and Marketing, Stockholm University School of Business, SwedenTHOMAS HALLER Lecturer, Department of Retailing and Marketing, Vienna University of Economics and Business AdministrationPETRA KUCHINKA University Assistant, Department of Marketing, Johannes Kepler University, Linz, AustriaANDREA KURZ Senior Researcher, HiTec MarketingDIETER MEINHARD Senior Researcher, HiTec MarketingANDREAS MILD Assistant Professor, Department of Production Management, Vienna University of Economics and Business AdministrationDORIS OHNESORGE Specialist in Cross-Cultural ManagementCHAD PERRY Formerly Professor of Marketing and Management, Graduate College of Management, Southern Cross University, AustraliaSALLY RAO Lecturer, School of Commerce, University of Adelaide, AustraliaTHOMAS REUTTERER Assistant Professor, Department of Retailing and Marketing, Vienna University of Economics and Business AdministrationBERNHART RUSO Research Assistant, Vienna University of Economics and Business AdministrationASTRID SPRANZ Researcher, Qualitative Consumer BehaviourARTHUR SWEENEY Lecturer in Marketing, Charles Sturt University, AustraliaCHRISTINE VALLASTER Researcher, WHU Otto Beisheim Graduate School of Management, GermanyGERHARD WÜHRER Professor and Head ofDepartment of Marketing, Johannes Kepler University, Linz, Austria