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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.
TITLE: Marketing Research
AUTHOR: David A. Aaker
SKU: 9780470050767
PUBLISHER: John Wiley and Sons Ltd
DATE PUBLISHED: 02/02/2007
PLACE PUBLISHED: United Kingdom
PAGES: 792
BINDING: Hardback
LANGUAGE: English
DIMENSIONS: 209 mm x 256 mm
WEIGHT: 1426 gr