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Essentials of Marketing Research
     

Essentials of Marketing Research

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

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

Overview

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.

Product Details

ISBN-13:
9780471170686
Publisher:
Wiley
Publication date:
11/28/1998
Edition description:
Older Edition
Pages:
640
Product dimensions:
8.21(w) x 10.20(h) x 1.16(d)

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