The organization, processing and representation of knowledge becomes increasingly important in all scientific and business contexts. This book focuses on qualitative methods for knowledge organization and their contributions to knowledge-based issues of marketing management research. Besides theoretical discussions of different approaches to and definitions of knowledge, as well as methods for knowledge organization, several case studies in the field of marketing management are presented. Questions of research design, adequate choice of methodologies and practical relevance of the results are addressed.
JOHANNES GADNER is a researcher at and secretary of the Institute of Knowledge Organization, Vienna, where his main research interests include knowledge organisation, cognitive science, epistemology and hermeneutics. - RENATE BUBER is Assistant Professor in Marketing at the University of Economics and Business Administration, Vienna. She has been Visiting Professor at the Institute for Institutional Studies at Rhamkhamhaeng University, Bangkok, Thailand. She currently heads a two-year research project on consumer behaviour. - LYN RICHARDS is Director of Research Services at QSR International, Melbourne, Australia. She is the author of a number of books and has taught qualitative methods and qualitative software to thousands of researchers all over the world. -