ALF H. WALLE has moved between assignments as a consultant and as a college professor. Walle specializes in qualitative methods in marketing and consumer research and translates the techniques and perspectives of the humanities in ways that serve marketing scholars and practitioners. Although he continues to work within the context of business, he publishes in other fields such as folklore, popular culture, and literary criticism. His previous Quorum books are Qualitative Research in Intelligence and Marketing and Rethinking Marketing (both 2000).
