by Ray Kent (Author)
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.
Format: Paperback
Pages: 592
Edition: New edition
Publisher: Cengage Learning EMEA
Published: 11 Dec 2006
ISBN 10: 1844803279
ISBN 13: 9781844803279