Market research and forecasting

Author: Chen Dange
Publisher:
Publish Date: 2004-09-01
Features: This book can be used as a teaching material for relevant courses in marketing and business administration at higher education institutions, as a training textbook for various types of professional training, and as a reference for managers and executives at different levels and in various types of organizations. The book covers four main aspects: the fundamental theories of market research and forecasting, market research and forecasting planning, market research techniques, and market forecasting techniques. The writing of this book incorporates and draws on the latest research findings from international market research and forecasting. It is both theoretical and highly practical and operational, with comprehensive content and a novel structure.