Marketing Research: An Integrated Approach

Marketing Research: An Integrated Approach

by Alan Wilson (Author)

Synopsis

This concise book places marketing research in the bigger picture of marketing and demonstrates how marketing research and its understanding should be seen as a key element of marketing rather than a backroom activity performed by statisticians. The structure of this book closely follows the core elements of the MRS/CIM Marketing Research and Information Module, so will be ideal for those students studying towards these diplomas. This book is also ideal for those taking a short course in marketing research for the first time.

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More Information

Format: Paperback
Pages: 368
Edition: 1
Publisher: Financial Times/ Prentice Hall
Published: 22 Nov 2002

ISBN 10: 0273651137
ISBN 13: 9780273651130