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The Essentials of Marketing Research (Paperback) (ISBN-13: 9780415899284)
Vendor:
Lawrence Silver
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Books
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Description
xIdentifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy.
The Essentials of Marketing Research guides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics, including:
- Secondary research and data mining
- Internet marketing research
- Qualitative and exploratory research
- Statistical analysis
- Marketing research ethics
With learning objectives at the beginning of each chapter, a host of cases and a comprehensive companion website, this book offers a range of tools to help students develop and test their research and analytical skills.
Author: Lawrence Silver, Robert E. Stevens, Bruce Wrenn
ISBN-10: 0415899281
ISBN-13: 9780415899284
Publisher: Routledge
Language: English
Published: 10/18/2012
Pages: 366
Format: Paperback
Weight: 1.35lbs
Size: 9.90h x 7.00w x 0.80d
By Lawrence Silver
xLawrence Silver is Associate Professor of Marketing and Management at the John Massey School of Business, Southeastern Oklahoma State University, USA.
Robert Stevens is the John Massey Endowed Professor of Business at John Massey School of Business, Southeastern Oklahoma State University, USA.
Bruce Wrenn is the Colson Endowed Chair Professor of Marketing at the School of Business Administration, Andrews University, USA.
David Loudon is Professor of Marketing at the Brock School of Business, Samford University, USA.
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