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The book offers students and practitioners the comprehensive coverage they need to make the right decisions to create and implement highly successful marketing strategies. This exciting new book combines scholarly international research with relevant and contemporary examples from markets and brands across the world. The aim of this book is to give the student a comprehensive overview of the current state of academic and practitioner thinking on ...
This book discusses the marketing research industry, with a brief treatment of both suppliers and users. The body of the text takes a micro-level approach, detailing each and every step of the marketing research process. In describing the marketing research process, a decision oriented perspective has been adopted to help students, who are future managers and researchers, make better decisions.Marketing Research is written in a clear and accessible style using ...