ESCP Europe

Item type

Book

Language

English

Publication year

2013

Edition no.

11th

ISBN

978-1-118-32181-2

Marketing Research, 11th Edition prepares marketing students to make data driven business decisions. With a focus on market intelligence, strategy, theory and application, the authors introduce the latest developments in the field of marketing research and discuss their impact on marketing research applications--all in a macro-micro-macro framework to help students understand the big picture. This revised edition, while building on the online marketing research content, tracks recent developments in areas such as relationship marketing, social media, and mobile marketing and explores how these advancements are moving to the forefront of business strategies.

Part 1: The nature and scope of marketing research --- Part 2: Data collection --- Part 3: Data analysis --- Part 4: Special topics in data analysis --- Part 5: Applications of marketing intelligence..