Marketing Research - Rilegato

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

Rilegato

ISBN 10: 0470050764 ISBN 13: 9780470050767

Casa editrice: John Wiley & Sons Inc, 2007

Riassunto

This text takes a "macro-micro-macro" approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. The book begins with a macro-level treatment of what marketing research is, where it fits within an organization, and how it helps in managerial decision-making. The body of the text takes a micro-level approach, detailing each step of the marketing research process using a decision-oriented perspective. The authors wrap up with a macro-level treatment of the applications of marketing research. As with previous editions, the text provides thorough coverage of the most advanced and current marketing research methodologies, point out their limitations, as well their potential for enhancing research results.

Su questo libro

L'autore:

David 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.

Product Description:

Book by Aaker David A Kumar V Day George S

Su questa edizione

• Editore: John Wiley & Sons Inc
• Data di pubblicazione: 2007
• ISBN 10: 0470050764
• ISBN 13: 9780470050767
• Rilegatura: Copertina rigida
• Numero di pagine: 774