Marketing Research
- ISBN-10
- 8126529350
- ISBN-13
- 9788126529353
- Series
- Marketing Research
- Pages
- 792
- Language
- English
- Published
- 2011
- Authors
- Carl D. McDaniel, Roger Gates
Description
Market_Desc: Marketing Professionals Special Features: " Integrates more examples and mini-cases of contemporary companies" Presents marketing research through the eyes of a manager using and purchasing research information while also covering quantitative methods" Provides new real-world examples including opening vignettes for each chapter and boxed inserts" Includes end-of-chapter cases and mini cases that focus on real marketing research problems and real companies" Engages readers by offering new examples based on products like MP3s, cell phones, and blackberries About The Book: Marketing Research focuses on concepts that marketing professionals are most likely to use in the field. In order to make the concepts more relevant, the eighth edition includes more examples and mini-cases of contemporary companies. It presents marketing research through the eyes of a manager using and purchasing research information while also covering quantitative methods. New real-world examples including opening vignettes for each chapter and boxed inserts are included to provide relevant material from the popular press. End-of-chapter cases and mini cases help readers synthesize chapter concepts by focusing on real marketing research problems and real companies. New examples based on products like MP3s, cell phones and blackberries are incorporated in an effort to further engage marketing professionals and make the material even more relevant.
