Essentials of Marketing Research - Couverture rigide

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

Couverture rigide

ISBN 10 : 047141235X ISBN 13 : 9780471412359

Editeur : John Wiley & Sons Inc, 2001

Synopsis

Contains detailed discussions of the process, with numerous examples from the industry. Coverage on international marketing research expands the readers' ability to deal with issues that are not encountered in the domestic country research. Discussion on how to apply marketing research in various marketing applications is presented.

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 & Sons Inc
• Date d'édition: 2001
• Langue: anglais
• ISBN 10: 047141235X
• ISBN 13: 9780471412359
• Reliure: Relié
• Nombre de pages: 576
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible