Förlagets beskrivning
Designed for undergraduate courses in marketing research. Written from the
perspective of users of marketing research, this text presents concepts and
principles at a basic level. It is practical, applied, and managerial, and
focuses on important contemporary issues - in total quality management,
international marketing, technology, ethics, and the Internet. The text goes on to illustrate how marketing researchers apply the various
concepts and techniques, and how managers implement the findings in order to
improve marketing practice. Chapter end exercises and activities include questions, problems, Internet
and computer exercises, roleplaying and group discussion to enable students to
put learned skills into practice. Designed for undergraduate courses in marketing research. Written from the
perspective of users of marketing research, this text presents concepts and
principles at a basic level. It includes exercises and activities as well as
short and long case studies.
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Basic Marketing Research: Application to Contemporary Issues with SPSS-Student Edition
Bokrecensioner » Basic Marketing Research: Application to Contemporary Issues with SPSS-Student Edition
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