Placing readers in the role of manager, ESSENTIALS OF MARKETING
RESEARCH, 5E, International Edition offers concise yet thorough
coverage that helps readers use marketing research to make
effective business decisions. Readers also learn to perform basic,
core marketing research tasks. The book succinctly addresses the
design, collection, analysis, and reporting of marketing research
data relevant to a firm's current and future needs. Reflecting the
latest developments from the field, the Fifth Edition also features
an increased emphasis on behavioral tracking, social networking,
smart phones, and the resulting impact on marketing research.
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