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9780470317259

Marketing Research

Aaker, David A.; Kumar, V.; Day, George S.; Leone, Robert Author

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Marketing Research offers the best approach toward communicating the intricacies of this field and its usefulness to the marketing organization. "Macro-micro-macro" in design, and fitting for students in the intermediate or advanced courses, this highly-regarded text focuses on market intelligence, strategy, theory, and application. The new tenth edition retains its coverage of the most advanced and current marketing research methodologies and points out their limitations, as well their potential for enhancing research results. It also brings to the forefront the relevance of marketing intelligence, the power of the Internet in marketing research applications, and much more.

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From the Back Cover:

What is bad marketing research? What are the research alternatives? How do you interpret and apply the results? These are just a few of the questions this classic text answers! The authors first show both practicing and future managers and researchers where marketing research fits into the organization and how it fuels decision-making. Then they detail each element of the process in a way that helps to develop sound decision-making skills. Finally, they spotlight how marketing research is effectively applied in today’s businesses. Throughout, clear and current examples, applications, and illustrations bring the material into sharp focus! This exciting new edition features:

  • A new focus on database marketing — one of many Emerging Applications of Marketing Research treated in depth in a new chapter
  • A new chapter on one of the exciting and high-interest new trends in the market — Marketing Research on the Internet
  • Coverage of the most recent developments in the field such as competitive advantage, brand equity, total quality management, and customer satisfaction.
  • Thorough treatment of the most advanced and effective marketing research methodologies, including their limitations as well as their potential for enhancing research results

About the Author:

David Aaker is professor of Marketing, Emeritus at the Haas School of Business, University of California Berkeley. He is a leading expert on brand strategy and strategic marketing. He is the author of over seven books for both the practioner and the student of marketing.

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