Marketing Research - Couverture rigide

Aaker, David A.; Kumar, V.; Day, George S.

Couverture rigide

ISBN 10 : 0470050764 ISBN 13 : 9780470050767

Editeur : John Wiley & Sons Ltd, 2007

Synopsis

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.

A propos du livre

À propos de l?auteur

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.

Détails de l'édition

• Éditeur: John Wiley & Sons Ltd
• Date d'édition: 2007
• ISBN 10: 0470050764
• ISBN 13: 9780470050767
• Reliure: Relié
• Langue: anglais
• Nombre de pages: 792
• Coordonnées du fabricant: non disponible