Marketing Research (7th Edition)

Author: [USA] Kumar
Publisher:
Publish Date: 2004-01-01
Features: This book teaches you how to transform marketing research data into competitive advantages. In this era of explosive marketing data, this book tracks the new tools and developments in marketing research and their real-world applications. In the new 7th edition, David Aaker, Jhama, and George Day show future managers and researchers: how to conduct marketing research, how to use marketing research data, how to identify effective and ineffective research, and how to interpret and apply research results. The authors describe new and advanced marketing research methods, guiding readers step by step through the entire process of marketing research. The new edition has been completely updated and revised to better reflect the latest market trends and changes.