Essentials of Marketing Research. 2nd Edition (2nd Edition)

Author: Qikemangde
Publisher:
Publish Date: 2004-01-10
Features: Each chapter's "Explore the Internet" integrates basic concepts of marketing research with emerging Internet resources, helping readers conduct effective marketing research. The book's organization follows the logic of the marketing research process, starting with an exploration of the scope of marketing research and providing an overview of problem identification and the entire marketing research process. This book is suitable for marketing students and faculty, MBA students, and senior business executives. In the 21st century, marketing research on the Internet has moved from the introduction stage of the product life cycle to the growth stage. Technological advancements and social communication on the Internet have had and will continue to have a significant impact on the future of marketing research. "Essentials of Marketing Research" (2nd Edition) inherits the traditional focus on historical marketing research methods of the 1st Edition while incorporating substantial content on Internet-based research. Each chapter's "Explore the Internet" integrates basic concepts of marketing research with emerging Internet resources, helping readers conduct effective marketing research.