Marketing Research
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 practices, highlighting advanced techniques as well as their limitations and potential benefits, followed by a high-level discussion of research applications.A…
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Produktdetails
Weitere Autoren: Leone, Robert P. / Aaker, David A. / Day, George S.
- ISBN: 978-1-119-49758-5
- EAN: 9781119497585
- Produktnummer: 34904827
- Verlag: Wiley
- Sprache: Englisch
- Seitenangabe: 768 S.
- Masse: H25.1 cm x B20.3 cm x D3.0 cm 666 g
- Gewicht: 666
Über den Autor
David A. 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.
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