Essentials of Marketing Research, 2nd Edition |
| V. Kumar (Univ. of Houston); David A. Aaker (Univ. of California, Berkeley); George S. Day (Wharton School, Univ. of Pennsylvania) |
| 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 applications of marketing research, such as brand equity, customer satisfaction, and relationship marketing as also covered.
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| Cloth/CD-ROM |
Pages, 8 x 10 in.
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Item #:
Price: |
047141235X
$101.95 |
John Wiley & Sons, Inc. | |
