Product Description

Aimed at post-introductory Marketing undergraduates and postgraduate students, "Marketing Research" is the first UK textbook to offer the advantages of presentation and format associated with a US textbook, yet still provide a comprehensive coverage of approaches, methods and applications of market research in a primarily European and international context. Unlike other textbooks which implicitly focus on client-based research, "Marketing Research" compares and contrasts research from both academic and client-based perspectives. This text has an innovative approach which focuses on the need for market research to be viewed on a systemic level, as an integrated creative process, composed of varying practical and theoretical approaches which can be tailored to each research project.

Product Details

• Amazon Sales Rank: #209137 in Books
• Published on: 2006-12-11
• Original language: English
• Binding: Paperback
• 544 pages