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Synopsis
This text takes a "macro micro macro" approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. The book begins with a macro level treatment of what marketing research is, where it fits within an organization, and how it helps in managerial decision making. The body of the text takes a micro level approach, detailing each step of the marketing research process using a decision oriented perspective. The authors wrap up with a macro level treatment of the applications of marketing research. As with previous editions, the text provides thorough coverage of the most advanced and current marketing research methodologies, point out their limitations, as well their potential for enhancing research results.
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About the Author
David Aaker is professor of Marketing, Emeritus at the Haas School of Business, University of California Berkeley. He is a leading expert on brand strategy and strategic marketing. He is the author of over seven books for both the practioner and the student of marketing.
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Marketing Research
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Marketing Research
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Wiley & Sons, Incorporated, John, 2006
ISBN 10: 0470050764
ISBN 13: 9780470050767
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Marketing Research
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Marketing Research
Published by
Wiley & Sons, Incorporated, John, 2006
ISBN 10: 0470050764
ISBN 13: 9780470050767
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Hardcover
Seller: Better World Books, Mishawaka, IN, U.S.A.
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Condition: Good. 9th. Former library copy. Pages intact with minimal writing/highlighting. The binding may be loose and creased. Dust jackets/supplements are not included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Seller Inventory # 16757982-75
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Marketing Research
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Hardcover. Condition: Bon. Ancien livre de bibliothèque avec équipements. Edition 2007. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Good. Former library book. Edition 2007. Ammareal gives back up to 15% of this item's net price to charity organizations. Seller Inventory # H-625-641
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Marketing Research
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Hardcover. Condition: Very Good. Marketing Research This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. . Seller Inventory # 7719-9780470050767
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Marketing Research
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John Wiley & Sons 02/02/2007, 2007
ISBN 10: 0470050764
ISBN 13: 9780470050767
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Marketing Research (9th Edn)
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Marketing Research.
Seller: Universitätsbuchhandlung Herta Hold GmbH, Berlin, Germany
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9th ed. 21 x 26 cm. 792 pages. Hardcover. Versand aus Deutschland / We dispatch from Germany via Air Mail. Einband bestoßen, daher Mängelexemplar gestempelt, sonst sehr guter Zustand. Imperfect copy due to slightly bumped cover, apart from this in very good condition. Stamped. Sprache: Englisch. Seller Inventory # 4689VB