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Marketing Research

By V. Kumar, Robert P. Leone, David A. Aaker, George S. Day
Paperback
$151.75
By V. Kumar, Robert P. Leone, David A. Aaker, George S. Day
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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 practi...

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BusinessMarketing & SalesSales