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Relevant and recent examples and citations.
* In-depth coverage of e-commerce and database marketing.
* Cases and problems cover a wide range of products and organizations.
* Takes readers step by step through the entire marketing research process, describing the most advanced and current methodologies.
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Make smart decisions based on expert marketing research and intelligence
Now in its Eighth Edition, Aaker, Kumar, and Day’s MARKETING RESEARCH shows when marketing research can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results, so you can make smart business decisions. The authors guide you step by step through the entire marketing research process, describing the most current methodologies.
Updated to reflect emerging trends, this Eighth Edition features a stronger emphasis on the important role of marketing intelligence, new cases and real-world examples, and new topics of interest and methods of practice in marketing research. Highlights
Available with SPSS® software
This Eight Edition can be packaged with SPSS® Student Version 11.0 (set ISBN: 0-471-45885-6).
David A. Aaker, University of California;
V. Kumar, University of Houston;
George S. Day, University of Pennsylvania
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Book Description John Wiley & Sons Inc. Soft cover. Condition: New. New, 8th Edition, International Edition .UPS, FedEx, DHL delivery. Takes only 3-5 business days. Premium quality books. Seller Inventory # 0471451681
Book Description John Wiley & Sons. Condition: New. pp. 800 8th Edition. Seller Inventory # 262568969
Book Description John Wiley & Sons. Condition: New. pp. 800. Seller Inventory # 5278934
Book Description Wiley, 2003. Condition: New. book. Seller Inventory # M0471451681