... `art' of winning the argument ± including howto `spin' their data the more difđcult it becomes for the analyst to37 Inside Information Inside Information Making Sense of Marketing ... have a perspectiveon some of the fundamental aspects of the way we make sense of marketing information. So, at the risk of high vulgarisation and trivialisa-tion of a vast topic, below we have ... plethora of multi-source, marketing information. We will then, in the đnal chapter of the book,provide guidance to the reader on how effectively to apply qualitativeand quantitative marketing information...