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.
"synopsis" may belong to another edition of this title.
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 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.
Book Description Wiley, 2003. Hardcover. Book Condition: New. book. Bookseller Inventory # 047123057X
Book Description Wiley, 2003. Hardcover. Book Condition: New. 8. Bookseller Inventory # DADAX047123057X
Book Description Wiley, 2003. Hardcover. Book Condition: New. Bookseller Inventory # P11047123057X
Book Description John Wiley & Sons, Incorporated. Soft cover. Book Condition: New. New, 8th Edition, International Edition .UPS, FedEx, DHL delivery. Takes only 3-5 business days. Premium quality books. Bookseller Inventory # 047123057X