"This book features research on diverse topics on consumerism in the global marketplace, focusing on the ways in which businesses can improve their relationships with customers as well as analyze and influence purchasing behavior"--

Preface to the second edition -- About the authors -- About global intelligence alliance -- Market intelligence in global organizations -- Market intelligence : drivers and benefits -- Market intelligence in global organizations : survey findings in 2013 -- Roadmap to world class market...

Theoretical underpinnings for market sensing -- Market sensing and qualitative research : context, philosophy, approach, and strategy / David Longbottom -- The qualitative research process part one : strategy, planning, and data collection / David Longbottom -- The qualitative research process...

"This book brings together innovative techniques and novel designs that aid in the development of multi-method studies and investigations, focusing on vital concepts such as data validity, triangulation, and reliability"--