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9780471613510

Marketing Research

Aaker, David A.; Day, George S.

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9780471613510: Marketing Research

"Marketing Research" is a revised version of one of the standard texts for marketing research. It features new material on topics like the uses of scanner data, geocoding, and ethics in research, along with many new examples and discussion questions throughout, plus ten new cases, two on ethical issues. To give students more insight into just what is and is not possible with market research the text provides complete coverage of the most current and advanced marketing research methodologies, including their limitations and potential for enhancing research results. To demonstrate to students how different kinds of research and information are used in various contexts and to make effective decisions three chapters provide in-depth discussion of applications of research in advertising, marketing analysis, forecasting and new product development. The previous edition of this book was published in 1986.

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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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Aaker, David A.; Day, George S.
Published by John Wiley & Sons Inc (1989)
ISBN 10: 0471613517 ISBN 13: 9780471613510
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Aaker, David A.; Day, George S.
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Book Description John Wiley & Sons Inc. Hardcover. Book Condition: Good. Book shows minor use. Cover and Binding have minimal wear and the pages have only minimal creases. Bookseller Inventory # G0471613517I3N00

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Aaker, David A.; Day, George S.
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Book Description John Wiley & Sons Inc. Hardcover. 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 # 2575870828

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Aaker, David A.; Day, George S.
Published by John Wiley & Sons Inc (1990)
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Aaker, David A.; Day, George S.
Published by Wiley, 1990, 4. Aufl./ 4th ed., 784 S./pp., ill. OPpbnd. / Hardcover. (0-471-61351-7) (1990)
ISBN 10: 0471613517 ISBN 13: 9780471613510
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Book Description Wiley, 1990, 4. Aufl./ 4th ed., 784 S./pp., ill. OPpbnd. / Hardcover. (0-471-61351-7), 1990. ill. OPpbnd. / Hardcover. Book Condition: 0. 4. Aufl./ 4th ed.. Book in ENGLISH / This book is a revised version of one of the standard texts for marketing research. It features new material on topics like the uses of scanner data, geocoding, and ethics in research, along with many new examples and discussion questions throughout, plus ten new cases, two on ethical issues. To give students more insight into just what is and is not possible with market research the text provides complete coverage of the most current and advanced marketing research methodologies, including their limitations and potential for enhancing research results. To demonstrate to students how different kinds of research and information are used in various contexts and to make effective decisions three chapters provide in-depth discussion of applications of research in advertising, marketing analysis, forecasting and new product development. (entwerteter Archivstempel auf der Impressumseite - sonst SEHR gutes sauberes Exemplar) Sprache: Englisch Gewicht in Gramm: 1600. Bookseller Inventory # 190523

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