Including illustrative case examples and pursuing a unique workbook approach, each chapter is built around a set of diagrams, making the concepts more accessible for graduate business students and practitioners alike.
Deborah Helman BA (Leicester), MPhil (Cranfield), PhD (Birmingham) is a Professor of Sales and Marketing at the Keller Graduate School of Management, DeVry University, USA and Co-Managing Editor of the DeVry University Journal of Scholarly Research. Her research chiefly involves qualitative methods – focus groups, and case study development in both the business and academic contexts. She is a member of the American Marketing Association.