This work emphasizes the use of market research in managerial decision making. It discusses the market research process and presents a complete market research project from start to finish to show students what market research looks like. The authors deal with technical aspects of market research so that students can apply research procedures to real applications. It includes: examples of international marketing; results of a 1994 survey of marketing research practice; 14 cases including Nestle, Kelloggs, European Alcohol Research Foundation and Cosmopolitan Magazine; and marketing research databases containing results from actual marketing research studies.
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Book Description Paperback. Book Condition: Good. The book has been read but remains in clean condition. All pages are intact and the cover is intact. Some minor wear to the spine. Bookseller Inventory # GOR003259944
Book Description McGraw-Hill Inc.,US 01/10/1991, 1991. Book Condition: used-good. GREAT BOOK IN GOOD OR BETTER CONDITION, NORMALLY SENT SAME DAY FROM WAREHOUSE. Bookseller Inventory # 9053-9780071009935
Book Description McGraw-Hill Inc.,US 01/10/1991, 1991. Book Condition: used-good. - GREAT BOOK IN GOOD OR BETTER CONDITION, NORMALLY SENT SAME DAY FROM WAREHOUSE. Bookseller Inventory # 7719-9780071009935
Book Description McGraw-Hill Inc.,US, 1991. Paperback. Book Condition: Good. Good condition, some are ex-library and can have markings. Bookseller Inventory # GD-258-03-2855002