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Sinopsis
Managers all over the world make decisions on product and service related issues on a regular basis. Defining, generating, managing and interpreting information becomes an integral part of every organization. Readers of this text are presented with an overview of the major steps in the marketing research process. The book starts by detailing the importance of marketing research and the role it plays in the organization and how it helps with managerial decision making. It then takes a micro-level approach, detailing each step of the marketing research process.
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Managers all over the world make decisions on product and service related issues on a regular basis. Defining, generating, managing and interpreting information becomes an integral part of every organization. Readers of this text are presented with an overview of the major steps in the marketing research process. The book starts by detailing the importance of marketing research and the role it plays in the organization and how it helps with managerial decision making. It then takes a micro-level approach, detailing each step of the marketing research process.
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Essentials of Marketing Research
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Wiley (edition 1), 1998
ISBN 10: 0471170682
ISBN 13: 9780471170686
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Essentials of Marketing Research
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Essentials of Marketing Research
Publicado por
John Wiley & Sons, Inc., Hoboken, NJ, 1999
ISBN 10: 0471170682
ISBN 13: 9780471170686
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