Marketing Intelligence & Research

Preface ix
Acknowledgments xi
1. Introduction 1
I. Parallels, Agendas, and Options 7
2. Competitive Intelligence as Qualitative Alternative 9
3. Marketing Research: Merging with Another Qualitative Tradition 27
II. Competitive Intelligence and Cross-Disciplinary Tools 47
4. Justifying Qualitative Methods 49
5. The Qualitative Espionage Model 73
6. Competitive Intelligence, the Planning Process, and Marketing 91
7. The Process of Intelligence 101
8. The Qualitative Social Sciences and Competitive Intelligence 113
9. The Humanities and Competitive Intelligence 137
10. Culture at a Distance: A Lesson from World War II 157
III. Operationalizing the Social Sciences and the Humanities 179
11. Competitive Intelligence at a Distance: Learning from World
War II 181
12. The Qualitative Audit 199
Epilogue: The 10 Percent Edge 225
Appendix 1: The Use and Abuse of Warfare and Sports Analogies 227
Appendix 2: The ‘‘Care and Feeding’’ of Humanists 231
Index 241

http://online-upload.info/files/marketing_intelligence1.rar.html