Marketing research /
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Author / Creator: | Aaker, David A. |
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Edition: | 5th ed. |
Imprint: | New York : Wiley, c1995. |
Description: | xvi, 783 p.: ill.; 26 cm. |
Language: | English |
Subject: | Marketing research. Marketing research. |
Format: | Print Book |
URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/2346588 |
Summary: | Leading researchers and instructors present an excellent exposition of technical innovations and related advancements which contribute to the dynamic and ever-changing nature of this field. Highlights the differences between domestic and international research, offering solutions to handle problems unique to multi-country investigations. Features a comprehensive section on marketing research applications including both traditional and current developments such as brand equity, customer satisfaction and TQM. Stimulating and challenging end-of-chapter questions plus scores of problems and case studies induce students' creative thinking. |
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Physical Description: | xvi, 783 p.: ill.; 26 cm. |
Bibliography: | Includes bibliographical references and index. |
ISBN: | 0471552542 |