Chapters have been updated and refined--there is new material on such topics as the uses of scanner data, geocoding, and ethics in research, and there are many new examples and discussion questions. Includes in-depth discussion on research in advertising, market analysis, forecasting, and new product development. Contains 50 cases, 10 of which are new, including two on ethical issues.
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Transform a world of marketing data into strategic advantage In a world exploding with marketing data, there's one text that keeps pace with the latest tools, applications, and developments in marketing research. Now in its Seventh Edition, Aaker, Kumar, and Day's Marketing Research shows future managers and researchers 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. The authors take readers step by step through the entire marketing research process, describing the most advanced and current methodologies. Reflecting emerging trends and changes in the marketplace, this new edition has been completely revised, updated, and enhanced. New features include:
* Relevant and recent examples and citations
* Expanded coverage of e-commerce and database marketing
* New cases and problems, covering a wide range of products and organizations
* Marketing Research in Business sections in each chapter that focus on the real-world applications of marketing research
* Firm-specific and data-specific URLs connecting to the most recent information
* New coverage of the use of SPSS(r) in illustrating the data analysis
Now available with SPSS(r) software. This Seventh Edition can be packaged with SPSS(r) Student Version 9.0 (Set ISBN: 0-471-39564-1).
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 Wiley, 1990. Hardcover. Book Condition: New. book. Bookseller Inventory # 471613517
Book Description Wiley, 1990. Hardcover. Book Condition: New. book. Bookseller Inventory # 0471613517