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Marketing Research
Marketing Research David A. Aaker, V. Kumar, George S. Day 047123057X 9780471230571 Make smart decisions based on expert marketing research and intelligenceNow in its Eighth Edition, Aaker, Kumar, and Days MARKETING RESEARCH shows when marketing rese
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Marketing Research by David A. Aaker, V. Kumar, George S. Day

Make smart decisions based on expert marketing research and intelligenceNow in its Eighth Edition, Aaker, Kumar, and Days MARKETING RESEARCH shows when marketing research can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results, so you can make smart business decisions. The authors guide you step by step through the entire marketing research process, describing the most current methodologies.Updated to reflect emerging trends, this Eighth Edition features a stronger emphasis on the important role of marketing intelligence, new cases and real-world examples, and new topics of interest and methods of practice in marketing research.Highlights Integrates technology in marketing research, providing you with clear guidance on how to use marketing analysis and information technology for decision making. Presents a broad picture of how business intelligence, marketing intelligence, and marketing research fit into the organizations need for sustaining competitive advantage. Emphasizes decision making in marketing research and marketing intelligence analysis. Addresses global concepts and issues in the execution of marketing research. Offers insights into contemporary and emerging applications of marketing research and marketing intelligence. Available with SPSSr software This Eight Edition can be packaged with SPSSr Student Version 11.0 (set ISBN: 0-471-45885-6).

Author: David A. Aaker, V. Kumar, George S. Day

Language: English

Edition: 8

Binding: Hardcover

Pages: 800

Publisher: Wiley

Publication Date: 2003-11-19

Our Price: $4.09

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ISBN: 047123057X


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David A. Aaker, V. Kumar, George S. Day (Edition: 8) Hardcover


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