Essentials of Marketing Research

Type

Book

Authors

V. Kumar

David A. Aaker

George S. Day

ISBN 10

0471170682

ISBN 13

9780471170686

Tags

Management & Leadership, Advertising, Research, Accounting, Marketing

Description

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 book starts by detailing the importance of marketing research and the role it plays in the organization and how it helps with managerial decision making. The book then takes a micro-level approach, detailing each step of the marketing research process. The applications of marketing research, such as brand equity, customer satisfaction, and relationship marketing as also covered. - from Amzon

Number of Copies