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Synopsis
This version of "Marketing Research in a Marketing Environment" teaches students what market research is all about both in theory and in practice, with all of the real challenges, tools and solutions. In this book, the practical uses of marketing research are stressed over heavy statistical analysis. This approach reveals how marketing research is really done and how it fits into a product's life cycle. The third edition weaves marketing research into the product management function to help students better understand why research is conducted in the first place.
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Essentials of Marketing Research
Published by
Irwin Professional Publishing, 1994
ISBN 10: 0256108293
ISBN 13: 9780256108293
Used
Hardcover
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