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. INDICE Part I: Marketing Management Meets Qualitative Research The Practical Value of Adequate Marketing Management Theory; E.Gummesson Qualitative Software Meets Qualitative Marketing Research - Are These Tools the Right Tools?; L.Richards Realism also Rules OK: Scientific Paradigms and Case Research in Marketing; C.Perry PART II: Generating Data Presenting The Results of Qualitative Research to Public Research Administration Bodies; A.Kurz, W.Aigner & D.Meinhard Exploring the Buying Decisions in Hypermarkets by Means of Thinking Aloud Protocols; A.Spranz The Impact of Internet Use on Interfirm Relationships in Australian Service Industries; S.Rao & C.Perry Using Focus Groups to Investigate New Ideas: Principles and an Example of Internet Facilitated Relationships in a Regional Financial Services Institution; A.Sweeney & C.Perry Coding: A Challenge for Researchers; D.Ohnesorge PART III: Methods of Analysis Issues in Mixing Qualitative and Quantitative Approaches to Research; P.Bazeley Consumer Behaviour in Recreational Areas of Shopping Malls: A Mixed Model Research Design; R.Buber, J.Gadner & B.Ruso Exploring Managerial Decisions in Export Strategy Formulation - Cognitive Maps of Austrian Managers; G.Wührer Action Research for Studying Internal Branding; C.Vallaster Developing an Internal Marketing Concept Using Two Methods of Data Analysis; T.Adler PART IV: Results That Work for Marketers Measuring Corporate