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Marketing ResearchSKU: 9781118321812 Supplier: John Wiley & Sons Inc
Format Paperback I 662 pages
Dimensions 206 x 38 x 254 mm
Publication 4 Dec 2012
This book offers the best approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. This highly regarded text focuses on market intelligence, strategy, theory, and application and retains its coverage of the most advanced and current marketing research methodologies. Pointing out these methodologies' limitations and strengths, the book also brings to the forefront the relevance of marketing intelligence, the power of the Internet in marketing research applications, and much more. Suitable for students in the intermediate or advanced courses.