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Marketing Research - Approaches, Methods and Applications in Europe (Paperback, New edition)
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Marketing Research - Approaches, Methods and Applications in Europe (Paperback, New edition)
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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.
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