Marketing Research and Forecasting (Capital University of Economics and Business)

Author: Gao Wei
Publisher:
Publish Date: 2002-09-19
Features: This book is based on marketing and emphasizes theoretical research on marketing research and forecasting. Starting from the historical background of market research and the characteristics of modern market operations, it comprehensively elaborates on the methods, approaches, and specific techniques of market research. According to the laws of modern market operations, it introduces various theories and specific models of market forecasting based on the fundamental principles of market forecasting. The book strives for systematicity, with clear and coherent structure, logical completeness, and good continuity. Although divided into two main parts—market research and market forecasting—their interdependence and correlation are woven throughout the book, with their relationship detailed in the introductory sections of both. Specific chapters also reflect the overall approach of moving from theory to practice, from simple to complex, and from easy to difficult. This book can serve as a textbook for undergraduate students in management, economics, marketing, and related fields, as well as a reference for corporate personnel and market professionals.