内容简介
Real-World Orientation. Throughout the text, Cases, Chapter-Opening Vignettes, Marketing Research War Stories, and Ethical Dilemmas connect the materials to the real world of marketing research, as it's practiced in today's top firms.
Focus on the research user - continues to present marketing research through the eyes of a manager using, or purchasing marketing research information.
Chapter-Opening Vignettes discuss prominent companies/products.
Marketing Research Across the Organization features present a series of questions and scenarios that require students to consider the impact of marketing research on basic business activities related to finance, production, human resources, and so forth.
Focus on the research user - continues to present marketing research through the eyes of a manager using, or purchasing marketing research information.
Chapter-Opening Vignettes discuss prominent companies/products.
Marketing Research Across the Organization features present a series of questions and scenarios that require students to consider the impact of marketing research on basic business activities related to finance, production, human resources, and so forth.