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Titre :
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Marketing Research : An applied orientation
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Auteurs :
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Malhotra Naresh K., Auteur
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Type de document :
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texte imprimé
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Editeur :
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Boston : Pearson, 2010
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ISBN/ISSN/EAN :
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978-0-13-609423-4
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Format :
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929 p. / ill, ... en coleur / 27,5/21,5 cm
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Note générale :
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Brief Contents; Contents; Foreword; Preface; Acknowledgements; Author Biography; Appendix (Statistical Tables); Notes; Photo Credits; Index.
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Langues:
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Anglais
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Index. décimale :
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331.118 (Productivité)
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Catégories :
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4 Sciences sociales et humaines
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Mots-clés:
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Marketing
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management
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Design
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Business
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international marketing
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Administration
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Résumé :
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This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators from Asia and the Middle East to contribute new activities and case studies. This text allows students to actually experience the interaction between marketing research and marketing decision making. The chapters take a unique applied and managerial orientation that illustrate the interaction between marketing research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material.
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Note de contenu :
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Part I. Introduction and Early Phases of Marketing Research (33-98); Part II. Research Design Formulation (99-430); Part III. Data collection, Preparation, Analysis, and Reporting (431-804); Cases (805-853).
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En ligne :
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www.pearsoned.co.uk
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