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Marketing Research by David A. Aaker & V. Kumar & George S. Day
Details each step of the marketing research process using a decision oriented perspective. This text provides coverage of the advanced marketing research methodologies, point out their limitations, as well their potential for enhancing research results.This text takes a "macro micro macro" approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. The book begins with a macro level treatment of what marketing research is, where it fits within an organization, and how it helps in managerial decision making. The body of the text takes a micro level approach, detailing each step of the marketing research process using a decision oriented perspective. The authors wrap up with a macro level treatment of the applications of marketing research. As with previous editions, the text provides thorough coverage of the most advanced and current marketing research methodologies, point out their limitations, as well their potential for enhancing research results. |
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| Author(s) : David A. Aaker & V. Kumar & George S. Day | Format : Hardback Book |
| ISBN-10 : 0470050764 | ISBN-13 : 9780470050767 |
| RRP : £78.95 | Best available price : £ / $ |
| Prices as of : BST check live prices | |
Product Details:
Series Title : Marketing Research
Country Publication : United States
Publication Date : 02/02/2007
Publisher : John Wiley and Sons Ltd
Page Length : 792mm
Page Size : 257mm