Essentials of Marketing Research (The Dryden Press series in marketing) - Hardcover

Zikmund, William G.

4.11

27 ratings by Goodreads

9780030243561: Essentials of Marketing Research (The Dryden Press series in marketing)

Hardcover

ISBN 10: 0030243564 ISBN 13: 9780030243561

Publisher: South-Western, 1998

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This work is designed specifically for the marketing research classes where a more concise introduction to marketing research topics is desired. The book also includes material on technology with a special emphasis on Web resources. Intended primarily for undergraduates, this text emphasizes issues such as total quality management and global marketing research, integrating both topics throughout the text.

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Review:

"An excellent text for first-time marketing research instructors who need a solid foundation for developing a new course prep. A sound text for experienced marketing research instructors who want something more than a 'basics' text but something less than the most comprehensive and challenging texts."

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