Marketing Research

By David A. Aaker, George S. Day, Vinay Kumar, et al.

Book Overview

This book offers the best approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. This highly regarded text focuses on market intelligence, strategy, theory, and application and retains its coverage of the most advanced and current marketing research methodologies. Pointing out these methodologies' limitations and strengths, the book also brings to the forefront the relevance of marketing intelligence, the power of the Internet in marketing research applications, and much more. Suitable for students in the intermediate or advanced courses.

• Format: Hardcover
• Language: English
• ISBN: 1118156633
• ISBN13: 9781118156636
• Release Date: October 2012
• Publisher: Wiley
• Length: 768 Pages
• Weight: 3.30 lbs.
• Dimensions: 1.3" x 8.2" x 10.1"

Customer Reviews

As is

Everything was as seller stated, a brand new book on time! Very happy witht the purchase!

Classic text on marketing research

A classic text - continually revised over the years and gets better every time. Had a prior edition during my MBA studies a decade ago and bought a recent edition; a great source of reference for marketing research & analysis.

Easy book

The definitions were easy to understand and the concepts were explained to a T. The cdrom that came with it was very helpful. The cdrom helped me to understand all of the statistics, correlations and regresion analysis graphs.

very good

It is a useful book. I want to have it.