Top Marketplace offers for ISBN


Marketing Research

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

3.66 avg rating
( 29 ratings by GoodReads )
Not the book you're looking for? Search for all books with this author and title
9780471552543: Marketing Research

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.

"synopsis" may belong to another edition of this title.

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.

"About this title" may belong to another edition of this title.

Buy New View Book
List Price: US$
US$ 212.74

Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.

Destination, Rates & Speeds

Other Popular Editions of the Same Title

9780470317259: Marketing Research

Featured Edition

9780471230571: Marketing Research
9780470050767: Marketing Research
9780471236849: Marketing Research: Computerized Test Bank to 6r.e
9789752304123: Anne Is'te

Top Search Results from the AbeBooks Marketplace


Aaker, David A.; Kumar, V.; Day, George S. Author
Published by Wiley (1995)
ISBN 10: 0471552542 ISBN 13: 9780471552543
New Softcover Quantity Available: 1
Book Deals
(Lewiston, NY, U.S.A.)

Book Description Wiley, 1995. Book Condition: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: This revised and updated edition maintains the emphasis on practical applications, and includes numerous case studies and special coverage of advanced topics in data analysis. It features an introduction to the international marketing research perspective that highlights the differences between domestic and international research, and provides solutions to handle problems that are unique to multi-country research. The new edition also contains fresh material on brand equity, customer satisfaction, total quality management, faxes, E-mail surveys and on-line databases. Bookseller Inventory # ABE_book_new_0471552542

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 212.74
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds