Marketing Research - Couverture souple

Kumar, V.; Leone, Robert P.; Aaker, David A.; Day, George S.

Couverture souple

ISBN 10 : 1119497582 ISBN 13 : 9781119497585

Editeur : John Wiley & Sons Inc, 2020

Synopsis

Marketing Research, 13th Edition presents a clear and comprehensive introduction to the field, with a strong focus on methodologies and the role of market research in strategic decision making. Employing a unique macro-micro-macro approach, the text begins with a broad overview of market research and its place within--and value to--an organization, before zooming in to detail the granular view of the research process. Step-by-step explanations cover the latest methodologies and current practices, highlighting advanced techniques as well as their limitations and potential benefits, followed by a high-level discussion of research applications.

An emphasis on real-world processes is underscored by end-of-chapter cases, allowing students to apply what they've learned in the context of real-life examples covering a broad range of products and organizations. This practical approach promotes engagement while building essential critical analysis, interpretation, and decision-making skills, preparing students to recognize potential research applications, alternatives where they exist, and the quality of research at hand. By pulling together market intelligence, strategy, theory, and application, this text helps students build a deep understanding while retaining the big picture perspective.

A propos du livre

À propos de l'auteur

David A. 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 Inc
• Date d'édition: 2020
• Langue: anglais
• ISBN 10: 1119497582
• ISBN 13: 9781119497585
• Reliure: Broché
• Nombre de pages: 768
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible