Marketing Research - Softcover

Hair, Jr., Joseph; Bush, Robert; Ortinau, David

Softcover

ISBN 10: 0077109368 ISBN 13: 9780077109363

Publisher: McGraw-Hill Education / Europe, Middle East & Africa, 2005

Synopsis

The Revised International Edition of Marketing Research, 3/e includes a variety of UK and European cases, providing European students with a clear insight into marketing research in a European environment. This edition takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. This book is unique from any other in the market in three significant ways. First, it provides a greater balance between primary and secondary information and the techniques and methods that underpin these two important types of data. Second, it offers in-depth coverage of the critical research tools and skills that will be required of today and tomorrow’s marketing researchers and business decision-makers. Third, with its in-depth coverage of secondary research, the practice of customer-based management is highlighted as this book helps students see what real companies are doing for their marketing research. This book provides students a realistic and current view of the practice and importance of marketing research in the business world.

About this title

About the Author:

Earned a B.A. in Economics and an M.A. and Ph.D. in Marketing at the University of Florida. He began his teaching career at the University of Mississippi and then moved to Louisiana State University in 1977. He continues to teach at LSU, where he is the Director of the Institute for Entrepreneurial Education and Family Business Studies, and where he holds the Alvin C. Copeland Endowed Chair of Franchising. He has acted as a management consultant and/or expert witness for a variety of industries and has served on the board of directors of numerous organizations. He has been an officer of for a long list of academic organizations and he is a Past President and Chairman of the Board of Governors of the Academy of Marketing Science. He has been a regular contributor and reviewer, and occasionally a member of the editorial board, for such publications as The Journal of Marketing Research, The Journal of Business Research, and Marketing Education Review. The list of this scholarly publications runs to a dozen pages.

About this edition

• Publisher: McGraw-Hill Education / Europe, Middle East & Africa
• Publication date: 2005
• ISBN 10: 0077109368
• ISBN 13: 9780077109363
• Binding: Paperback
• Edition number: 3
• Number of pages: 704