Marketing Research |
|
| Author:
| Aaker, David A.
Kumar, V.
Day, George S. |
| ISBN: | 978-0-471-55254-3 |
| Publication Date: | Mar 1995 |
| Publisher: | John Wiley & Sons, Incorporated
|
| Imprint: | Wiley |
| Book Format: | Hardback |
| List Price: | USD $56.00USD $71.95 |
Book Description:
|
Leading researchers and instructors present an excellent exposition of technical innovations and related advancements which contribute to the dynamic and ever-changing nature of this field. Highlights the differences between domestic and international research, offering solutions to handle problems unique to multi-country investigations. Features a comprehensive section on marketing research applications including both traditional and current developments such as brand equity, customer...
More DescriptionLeading researchers and instructors present an excellent exposition of technical innovations and related advancements which contribute to the dynamic and ever-changing nature of this field. Highlights the differences between domestic and international research, offering solutions to handle problems unique to multi-country investigations. Features a comprehensive section on marketing research applications including both traditional and current developments such as brand equity, customer satisfaction and TQM. Stimulating and challenging end-of-chapter questions plus scores of problems and case studies induce students' creative thinking.