Essentials of Marketing Research - Couverture rigide

Kumar, V.; Etc.; Aaker, D A; Day, G.S.

Couverture rigide

ISBN 10 : 0471170682 ISBN 13 : 9780471170686

Editeur : John Wiley and Sons (WIE), 1998

Synopsis

Managers all over the world make decisions on product and service related issues on a regular basis. Defining, generating, managing and interpreting information becomes an integral part of every organization. Readers of this text are presented with an overview of the major steps in the marketing research process. The book starts by detailing the importance of marketing research and the role it plays in the organization and how it helps with managerial decision making. It then takes a micro-level approach, detailing each step of the marketing research process.

A propos du livre

Présentation de l'éditeur

Managers all over the world make decisions on product and service related issues on a regular basis. Defining, generating, managing and interpreting information becomes an integral part of every organization. Readers of this book are presented with an overview of the major steps in the marketing research process. The book starts by detailing the importance of marketing research and the role it plays in the organization and how it helps with managerial decision making. The book then takes a micro–level approach, detailing each step of the marketing research process. The applications of marketing research, such as brand equity, customer satisfaction, and relationship marketing as also covered.

Détails de l'édition

• Éditeur: John Wiley and Sons (WIE)
• Date d'édition: 1998
• ISBN 10: 0471170682
• ISBN 13: 9780471170686
• Reliure: Relié
• Langue: anglais
• Nombre de pages: 640
• Coordonnées du fabricant: non disponible