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For undergraduate, postgraduate and MBA students, this highly
successful textbook is an essential guide to Marketing Research.
Understand theory and application of marketing research in a
European context Marketing Research: Applied Insight, 6th Edition,
by Nunan, Birks and Malhotra is the leading marketing research text
focused on the key challenges facing marketing research in a
European context. This comprehensive text offers a clear
explanation and discussion of concepts, and a wealth of European
and international case material showing how researchers apply
concepts and techniques. It also integrates with online resources
for students including key discussion points. This book supports
both qualitative and quantitative research methods through:
Introducing the transactional stages of marketing research of
problem definition, developing approach and design, data
collection, analysis and communicating the research findings Using
real research case studies of how companies address specific
managerial problems and implement research, as well as real-life
marketing situations and exercises to tackle in every chapter
Applying marketing research to current marketing challenges such as
social media, mobile marketing, customer value, experiential
marketing, satisfaction, loyalty, customer equity, brand equity and
management, relationship marketing, creativity and design, and
socially responsible marketing Pearson, the world's learning
company.
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Disciples (Hardcover)
David Birke, Nicholas McCarthy; Artworks by Benjamin Marra
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R796
R654
Discovery Miles 6 540
Save R142 (18%)
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Ships in 9 - 15 working days
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For courses in Marketing Research at two- and four-year colleges
and universities An engaging, do-it-yourself approach to marketing
research Essentials of Marketing Research: A Hands-On Orientation
presents a concise overview of marketing research via a
do-it-yourself approach that engages students. Building on the
foundation of his successful previous titles-Basic Marketing
Research: Integration of Social Media and Marketing Research: An
Applied Orientation-author Naresh Malhotra covers concepts at an
elementary level, deemphasizing statistics and formulas. Sensitive
to the needs of today's undergraduates, Malhotra integrates online
and social media content, and provides current, contemporary
examples that ground course material in the real world.
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