Contemporary Marketing Research - Hardcover
This comprehensive text takes a strong managerial approach to teaching marketing research skills and concepts while maintaining its strong, competitive coverage of quantitative methods. The new edition features extensive updates and revisions to pedagogy, content, supplements and design to maintain and enhance its traditionally high quality and enjoyable style. Contemporary Marketing Research contains strong technology and Internet coverage, both within the text and at a dedicated instructor/student web site (mcdaniel.swcollege.com) which provides dynamic teaching and learning resources with a strong technology dimension. With this text, students learn now only how to conduct marketing research, but also how to use and interpret resulting information within any marketing job.
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About the Author:
Carl McDaniel is a professor of marketing at the University of Texas-Arlington where he has been chairperson of the marketing department since 1976.
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- PublisherSouth-Western Pub
- Publication date1998
- ISBN 10 0538885076
- ISBN 13 9780538885072
- BindingHardcover
- Edition number4
- Number of pages780
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CONTEMPORARY MARKETING RESEARCH 4ED (HB 1998)
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