By: Kumar, V.

Price: ¥1,800.00

Quantity: 1 available

Book Condition: Very Good

A crisp clean hardcover, no markings throughout, not an ex-lib: This text aims to help both future managers and future researchers understand and appreciate marketing research, when it can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results. The authors take a micro-macro-micro approach to presenting marketing research. They first introduce the reader to where marketing research fits into the organization and how it can help decision making. This is followed by information detailing each aspect of the process which is presented in a decision-oriented perspective to help students develop decision making skills. The concluding chapters provide a macro-level treatment of the applications of marketing research.


Author Name: Kumar, V.

Categories: Marketing,

Publisher: John Wiley & Sons Inc: 1997

ISBN Number: 0471170690

ISBN Number 13: 9780471170693

Binding: Hardcover

Book Condition: Very Good

Seller ID: RWARE0000019902