9780470317259

Marketing Research, 10th Edition

  • ISBN 13:

    9780470317259

  • ISBN 10:

    0470317256

  • Edition: 10th
  • Format: Hardcover
  • Copyright: 12/01/2009
  • Publisher: Wiley

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

The analytical and student-friendly style of the text communicates the essence of marketing research to future managers and future researchers in a lucid manner. Emphasizes the importance of marketing intelligence in the areas of marketing research and helps develop decision-making skills through the use of appropriate case-studies. The text has been made current by the addition of discussions on new topics of interest such as e-commerce, database marketing, relationship marketing and social networking. Beginning macro-level treatment of what marketing research is, where it fits within an organization, and how it helps in managerial decision making. Body of the text takes a micro-level and decision-oriented approach, detailing each and every step of the marketing research process. Ends with a macro-level treatment of the applications of marketing research. Topics discussed include traditional 4P research, customer satisfaction research, and emerging issues that continue to fascinate marketers like e-commerce, direct marketing, database marketing, and relationship marketing.

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