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 John Wiley & Sons Inc, 1995. Book Condition: Good. 5th Edition. N/A. Shows some signs of wear, and may have some markings on the inside. Bookseller Inventory # GRP11843436
Book Description John Wiley & Sons Inc, 1995. Book Condition: Very Good. 5th Edition. N/A. Great condition for a used book! Minimal wear. Bookseller Inventory # GRP8492223
Book Description Wiley, 1995. Book Condition: Used. This Book is in Good Condition. Clean Copy With Light Amount of Wear. 100% Guaranteed. 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_usedgood_0471552542
Book Description John Wiley & Sons Inc. Paperback. Book Condition: Good. Book shows a small amount of wear to cover and binding. Some pages show signs of use. Bookseller Inventory # G0471552542I3N00
Book Description John Wiley & Sons Inc. Paperback. Book Condition: Good. Book has a small amount of wear visible on the binding, cover, pages. Bookseller Inventory # G0471552542I3N00
Book Description John Wiley & Sons Inc. Paperback. Book Condition: Very Good. Very good condition - book only shows a small amount of wear. Bookseller Inventory # G0471552542I4N00
Book Description Wiley, 1995. Book Condition: Good. Ex-library. Satisfaction Guaranteed. Shipped quickly. Hardcover. No dust jacket. 5 Ed. Used, good. Cover has some rubbing. Cover has some edge wear. EX-LIBRARY - has usual library wear/markings/attachments. Bookseller Inventory # 13310433
Book Description John Wiley & Sons Inc, 1995. Paperback. Book Condition: Used: Good. Bookseller Inventory # SONG0471552542
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 Wiley. PAPERBACK. Book Condition: Very Good. 0471552542 Very Good Condition. Five star seller - Buy with confidence!. Bookseller Inventory # Z0471552542Z2