The Rise of Marketing and Market Research
- ISBN-10
- 1137071281
- ISBN-13
- 9781137071286
- Category
- History
- Pages
- 312
- Language
- English
- Published
- 2012-10-29
- Publisher
- Springer
- Authors
- H. Berghoff, P. Scranton, U. Spiekermann
Description
This volume serves up a combination of broad questions, theoretical approaches, and manifold case studies to explore how people have sought to understand markets and thereby reduce risk, whether they have approached this challenge with a practical view based on their own business acumen or used the tools of scholarship.
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