Leading researchers and instructors present an excellent exposition of technical innovations and related advancements which contribute to the dynamic and ever-changing nature of this field. Highlights the differences between domestic and international research, offering solutions to handle problems unique to multi-country investigations. Features a comprehensive section on marketing research applications including both traditional and current developments such as brand equity, customer satisfaction and TQM. Stimulating and challenging end-of-chapter questions plus scores of problems and case studies induce students' creative thinking.
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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:
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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Book Description Wiley. Paperback. Book Condition: Good. Minimal damage to cover and binding. Pages show light use. Bookseller Inventory # G0471552542I3N00
Book Description Wiley. Paperback. Book Condition: GOOD. Good: Gently used may contain ex-library markings, possibly has some minor highlighting, textual notations, and or underlining. Text is still easily readable. Bookseller Inventory # 2589382005
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Book Description Wiley. PAPERBACK. Book Condition: Good. 0471552542 Good Condition. Has writing/highlighting. Five star seller - Buy with confidence!. Bookseller Inventory # Z0471552542Z3
Book Description John Wiley and Sons, 1995. Paperback. Book Condition: Used; Good. Ships from the UK within 24 hours. Fifth edition. Hardback copy. No Dustjacket. Bookseller Inventory # BBI2224529
Book Description Wiley. PAPERBACK. Book Condition: Very Good. 0471552542 Very Good Condition. Has some wear. Five star seller - Buy with confidence!. Bookseller Inventory # Z0471552542Z2
Book Description John Wiley & Sons, 1995. Book Condition: Good. Paperback,ex-library, with usual stamps and markings, in good all round condition. pp. Bookseller Inventory # 1098010
Book Description Hardback. Book Condition: Very Good. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Bookseller Inventory # GOR002199502
Book Description John Wiley & Sons Inc, 1995. Paperback. Book Condition: Used: Very Good. Bookseller Inventory # SONG0471552542
Book Description Wiley, Estados Unidos de America, 1995. Encuadernación de tapa dura. Book Condition: Bien. 5¿ Edición o Posterior. MUY BUEN ejemplar. 783pp. Bookseller Inventory # 010141