Contents -- Preface -- Acknowledgments -- Qualitative Research in Intelligence and Marketing -- Introduction -- Parallels, Agendas, and Options -- Competitive Intelligence as Qualitative Alternative -- Marketing Research: Merging with Another Qualitative Tradition -- Competitive Intelligence and Cross- Disciplinary Tools -- Justifying Qualitative Methods -- The Qualitative Espionage Model -- Competitive Intelligence, the Planning Process, and Marketing -- The Process of Intelligence -- The Qualitative Social Sciences and Competitive Intelligence -- The Humanities and Competitive Intelligence -- Culture at a Distance: A Lesson from World War II -- Operationalizing the Social Sciences and the Humanities -- Competitive Intelligence at a Distance: Learning from World War II -- The Qualitative Audit -- Epilogue: The 10 Percent Edge -- The Use and Abuse of Warfare and Sports Analogies -- The "Care and Feeding" of Humanists -- Index.