The Marketing Research Process - Couverture rigide

Crimp; Wright

Couverture rigide

ISBN 10 : 0132028395 ISBN 13 : 9780132028394

Editeur : Pearson Education Limited, 1995

Synopsis

An introduction to the subject of marketing research. This work shows the importance of effective research to the marketing operation and to managerial decision-making. It focuses on a marketing company whilst developing products and services and also features case studies.

A propos du livre

Présentation de l'éditeur

The Marketing Research Process is an invaluable introduction to marketing research. The authors and leading market research practitioners have achieved a textbook that focuses on the process of conducting successful market research. The student is guided through this process in a logical and systematic way commencing with initial exploratory research and ending with media selection, planning and monitoring.
In addition to this the European based examples and up-to-date nature of the book have ensured its popularity throughout four editions.This fifth edition has been updated to take account of changes within the dynamic marketing environment. Specifically there is greater coverage of:
· the impact of information technology and database marketing on the market research industry;
· business to business marketing research with an entirely new chapter devoted to this important topic;
· the international dimensions of marketing research. The Marketing Research Process has long been regarded as a practical text for marketing research. This new edition includes recent case material and end of chapter questions designed to test students' understanding. The book provides a sound foundation for the students of marketing research on degree programmes in universities and for those studying on professional courses in market research from the Market Research Society and the Chartered Institute of Marketing.

Détails de l'édition

• Éditeur: Pearson Education Limited
• Date d'édition: 1995
• Langue: anglais
• ISBN 10: 0132028395
• ISBN 13: 9780132028394
• Reliure: Relié
• Numéro d'édition: 4
• Nombre de pages: 400
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible