Marketing Research - Hardcover
The book is designed to help both managers and researchers understand and appreciate marketing research, when it can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results. It includes thorough coverage of the most advanced and current marketing research methodologies, pointing out their limitations as well as their potential for enhancing research results.
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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:
About the Author:
- 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
David A. Aaker, University of California;
V. Kumar, University of Houston;
George S. Day, University of Pennsylvania
V. Kumar, University of Houston;
George S. Day, University of Pennsylvania
"About this title" may belong to another edition of this title.
- PublisherWiley
- Publication date1997
- ISBN 10 0471170690
- ISBN 13 9780471170693
- BindingHardcover
- Edition number6
- Number of pages792
- Rating
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Marketing Research (6th ed)
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Book Description Hardcover. Condition: As New. 0471170690 Hardcover. Fine. Clean, tight and unmarked. Seller Inventory # MAN00434
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Marketing Research (6th ed)
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Book Description Hardcover. Condition: Very Good. Marketing Research (6th ed) This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Seller Inventory # 7719-9780471170693
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Book Description Hardcover. Condition: Very Good. This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Seller Inventory # 6545-9780471170693
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Book Description Condition: Good. Your purchase helps support Sri Lankan Children's Charity 'The Rainbow Centre'. Ex-library, so some stamps and wear, but in good overall condition. Our donations to The Rainbow Centre have helped provide an education and a safe haven to hundreds of children who live in appalling conditions. Seller Inventory # Z1-EE-013-00002
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Marketing Research
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John Wiley & Sons, Incorporated, Hoboken, NJ, U.S.A.
(1998)
ISBN 10: 0471170690
ISBN 13: 9780471170693
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Marketing Research
Published by
John Wiley & Sons Inc, New York
(1997)
ISBN 10: 0471170690
ISBN 13: 9780471170693
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Hardcover
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Book Description Hardcover. Condition: Very Good. A crisp clean hardcover, no markings throughout, not an ex-lib: This text aims to help both future managers and future researchers understand and appreciate marketing research, when it can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results. The authors take a micro-macro-micro approach to presenting marketing research. They first introduce the reader to where marketing research fits into the organization and how it can help decision making. This is followed by information detailing each aspect of the process which is presented in a decision-oriented perspective to help students develop decision making skills. The concluding chapters provide a macro-level treatment of the applications of marketing research. Seller Inventory # RWARE0000019902
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Marketing Research (6th ed)
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Book Description Hardcover. Condition: Like New. Like New. book. Seller Inventory # ERICA77304711706906
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