Essentials of Marketing Research

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9780273674009: Essentials of Marketing Research
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The third edition of Essentials of Marketing Research offers a concise introduction to all the major concepts as well as discussing new developments in the field of market research, whilst positioning it in the real world of marketing communications.

This text is ideal for undergraduates studying marketing research for the first time as well as anyone who seeks a basic understanding of this topic.

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From the Back Cover:

ESSENTIALS OF MARKETING RESEARCH, 3RD EDITION

The third edition of Essentials of Marketing Research offers a concise introduction to all the major concepts as well as discussing new developments in the field of market research, whilst positioning it in the real world of marketing communications.

This edition includes:

  • New chapter on electronic commerce
  • New case studies
  • Internet research and digital media
  • Electronic tools for data collection
  • Effectiveness of marketing research
  • Evaluating research

This text is ideal for undergraduates studying marketing research for the first time as well as anyone who seeks a basic understanding of this topic.

Tony Proctor, MA, MPhil, PhD, DipM, has had ten years experience in the industry and is Visiting Professor in Marketing at the Chester Business School. He also contributes to several postgraduate masters and doctoral level programmes in management and business at universities in the UK and has authored several books and articles on marketing and management creativity.

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