Total Relationship Marketing

Evert Gummesson

Qualitative Methods in Management Research

Sage Publications (CA)

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Service Quality

Business & Money

Brown,Stephen

Edvardsson, Bo

Gustavsson, Bengtove

Management & Leadership

Lexington Books

<p>Qualitative methodology as a powerful tool for research in management and business administration is explored in this volume. With skill and insight, Evert Gummesson analyzes the roles and methods used by academic researchers and management consultants when working with change processes in companies and organizations. Focusing on case-study research and the use of qualitative methods for data collection and analysis, he aims to make the researcher more aware of research opportunities inherent in the application of a qualitative approach.</p>

Sage Publications, Inc.

Chartwell-Bratt

Routledge

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Books by Evert Gummesson