Marketing research [Book] / David A. Aaker ... [et al.].
Material type: TextPublication details: Singapore : John Wiley & Sons, c2013.Edition: 11th ed., International student verionDescription: xiv, 647 p. : ill. ; 27 cmISBN:- 9781118321812 (pbk. : alk. paper)
- 658.83 23
- 658.83
Item type | Current library | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|
Books | Junaid Zaidi Library, COMSATS University Islamabad | 658.83 MAR (Browse shelf(Opens below)) | Available | 48202 |
Includes bibliographical references and index.
The authors first show both practicing and future managers and researchers where marketing research fits into the organization and how it fuels decision-making. Then they detail each element of the process in a way that helps to develop sound decision-making skills. Finally, they spotlight how marketing research is effectively applied in today's businesses. Throughout, clear and current examples, applications, and illustrations bring the material into sharp focus!
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