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MARKETING RESEARCH

DAVID J. LUCK , RONALD S. RUBIN

2008

BOOK
Category

MARKETING RESEARCH

Abstract THIS BOOK REFLECTS THE LATEST DEVELOPMENTS IN THE FIELD OF MARKETING RESEARCH, AN ESTABLISHED INPUT TO A FIRM'S DECISION-MAKING ACTIVITY. COMPREHENSIVE IN SCOPE AND REALISTIC IN PERSPECTIVE, THIS SEVENTH EDITION OUTLINES FOR THOSE NEW TO THE FIELD, THE COMPLETE AND CONTINUOUS SEQUENCE OF A RESEARCH PROJECT'S DEVELOPMENT. APPROACHING THE SUBJECT IN AN APPLIED CONTEXT, IT PROVIDES TECHNICAL INSTRUCTIONS ON THE RESEARCH TECHNIQUES IMPLEMENTED IN MARKETING AND EXPLAINS WHEN AND HOW TO USE MARKETING RESEARCH, AND HOW TO EVALUATE IT. IT ALSO PROVIDES AND INSIGHT INTO THE MANAGEMENT OF RESEARCH AND ITS SOCIETAL ISSUES. THE BOOK IS APPROPRIATE FOR A ONE SEMESTER/QUARTER, JUNIOR/SENIOR LEVEL COURSE IN MARKETING. AS THE TEXT INSTILLS DISCRIMINATION IN USING RESEARCH APPROPRIATELY AND EFFECTIVELY, THE PEDAGOGIC AIDS (REVIEW QUESTIONS AND CASE STUDIES) HELP REINFORCE THE UNDERSTANDING OF THE CONCEPTS.

ISBN 9788120304840
Author(s) DAVID J. LUCK , RONALD S. RUBIN
Credits
Edition 7TH ED.
Year 2008
Publisher PRENTICE HALL OF INDIA
Type BOOK
Keywords MARKETING RESEARCH
Language English
Collation 683 P., 20 CM.

Availability and Location Reserve

Copy No Library Stack Shelf Is Reference Status Return Date
1 Limassol J 5 No A 27/09/2015
2 Limassol J 5 No A 27/09/2015