Marketing Research
基本信息·出版社：John Wiley & Sons ·页码：792 页 ·出版日期：2006年10月 ·ISBN：0470050764 ·条形码：9780470050767 ·装帧：精装 ·正文语种：英 ...
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基本信息·出版社：John Wiley & Sons
·页码：792 页
·出版日期：2006年10月
·ISBN：0470050764
·条形码：9780470050767
·装帧：精装
·正文语种：英语
·丛书名：Marketing Research
·外文书名：营销研究(第9版)
内容简介 在线阅读本书
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.
作者简介 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.
