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Aaker, David A. A. ListingsIf you cannot find what you want on this page, then please use our search feature to search all our listings. Click on Title to view full description
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MARKETING RESEARCH
Aaker, David A. A.
1997 901218 This text takes a "macro-micro-macro" approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. The book begins with a macro-level treatment of what marketing research is, where it fits within an organization, and how it helps in managerial decision-making. The body of the text takes a micro-level approach, detailing each step of the marketing research process using a decision-oriented perspective. The authors wrap up with a macro-level treatment of the applications of marketing research. As with previous editions, the text provides thorough coverage of the most advanced and current marketing research methodologies, point out their limitations, as well their potential for enhancing research results. This new edition of a textbook incorporates information on online marketing research related to the Internet. After a brief macro-level discussion of the overarching issues of marketing research and how it fits into organizations, the bulk of the text consists of micro-level approaches to such topics as data collection, descriptive research, data analysis, and applications. About the author: David Aaker is professor of Marketing, Emeritus at the Haas School of Business, University of California Berkeley. He is a leading expert on brand strategy and strategic marketing. He is the author of over seven books for both the practioner and the student of marketing. Wiley, John & Sons, Incorporated 0-471-17069-0 / 9780471170693
Textbook Hardcover As New Condition New York
Price:
34.85 USD
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