Essentials of Marketing Research - Hardcover

Kumar, V.; Aaker, David A.; Day, George S.

Hardcover

ISBN 10: 0471170682 ISBN 13: 9780471170686

Publisher: Wiley, 1998

Synopsis

Managers all over the world make decisions on product and service related issues on a regular basis. Defining, generating, managing and interpreting information becomes an integral part of every organization. Readers of this book are presented with an overview of the major steps in the marketing research process. The book starts by detailing the importance of marketing research and the role it plays in the organization and how it helps with managerial decision making. The book then takes a micro-level approach, detailing each step of the marketing research process. The applications of marketing research, such as brand equity, customer satisfaction, and relationship marketing as also covered.

About this edition

• Publisher: Wiley
• Publication date: 1998
• ISBN 10: 0471170682
• ISBN 13: 9780471170686
• Binding: Hardcover
• Edition number: 1
• Number of pages: 640