Essentials of Marketing Research (3rd Edition)

Author: Proct
Publisher:
Publish Date: 2004-08-01
Features: This book provides precise introductions to all major concepts in the field of marketing research and discusses new developments in the field, based on the foundation of marketing communication in the real world. In addition to maintaining the features of the previous two editions, this edition includes a new chapter on e-commerce, new case studies, internet research and digital media, electronic tools for data collection, the effectiveness of marketing research, and the evaluation of research. This book is primarily aimed at college students and teachers, marketing research personnel, and business management personnel.