01206nam a2200217Ia 4500 CTU_116428 210402s9999 xx 000 0 und d 1053000 658.8 B917 Buber, Renate Applying qualitative methods to marketing management research Edited by Renate Buber, Johannes Gadner, Lyn Richards New York, N.Y. Palgrave Macmillan 2003 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. Marketing,Qualitative research Management,Research Hiếu Trung tâm Học liệu Trường Đại học Cần Thơ