Marketing research /

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Bibliographic Details
Author / Creator:Aaker, David A.
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
Hidden Bibliographic Details
Other authors / contributors:Kumar, V.
Day, George S.
ISBN:0471552542
Notes:Includes bibliographical references and index.
Description
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.
Physical Description:xvi, 783 p.: ill.; 26 cm.
Bibliography:Includes bibliographical references and index.
ISBN:0471552542