MARKETING
RESEARCH, 9th Edition.
by David Aaker, V. Kumar, and George Day
In a world exploding with marketing data, there's no text that
keeps pace with the latest tools, applications, and developments
in marketing research. This book shows the future managers and
researchers when marketing can and should be used, what research,
and how to interpret and apply the results.
The authors take readers step by step through the entire marketing
research process, describing the most advanced and current methodologies.
Reflecting emerging trends and changes in the marketplace, this
new edition has been completely revised, updated, and enhanced.
New features include:
• Relevant and recent examples and citations
• Expanded coverage of e-commerce and database marketing
• New cases and problems, covering a wide range of products and
organizations
• Marketing Research in Business sections in each chapter that
focus on the real-world applications of marketing
research
• Firm-specific and data-specific URLs connecting to the most
recent information
• New coverage of the use of SPSSR in illustrating the data analysis
John
Wiley & Sons, Inc. ISBN #0-470-05076-4
Printer Friendly Page
