by Alan Wilson (Author)
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.
Format: Paperback
Pages: 368
Edition: 1
Publisher: Financial Times/ Prentice Hall
Published: 22 Nov 2002
ISBN 10: 0273651137
ISBN 13: 9780273651130