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Item Details
The item which you searched for
has been replaced by a newer edition. To view details of the newer edition
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| Title:
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ESSENTIALS OF MARKETING RESEARCH
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| By: |
Tony Proctor |
| Format: |
Paperback |
| List price:
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£29.99 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
0273642006 |
| ISBN 13: |
9780273642008 |
| Publisher: |
PEARSON EDUCATION LIMITED |
| Pub. date: |
1 July, 2000 |
| Edition: |
2nd edition |
| Pages: |
480 |
| Description: |
This work covers the basics of marketing research, with an emphasis on qualitative techniques. New features for the second edition include: increased coverage of media research, advertising segmentation, branding and global research; new sections on minitab and SPSS; and improved statistical data. |
| Synopsis: |
Essentials of Marketing Research offers a concise introduction to all the major concepts within marketing research as well as discussing new developments within the field.Thoroughly revised and updated, this new second edition retains its focus upon the traditional approach to marketing research whilst offering good coverage of qualitative techniques and marketing decision systems.This new edition offers: ? increased coverage of media research, advertising, segmentation, branding, minitab and SPSS ? a new chapter focusing on the application of global marketing research? 16 new case studies covering a variety of business contexts including sports marketing, financial services, services marketing and many more!? innovative sections covering services, quality issues, internal marketing and electronic data collection.The text is ideal for both undergraduate and postgraduate courses in marketing research and is welcomed for its European approach to the subject |
| Publication: |
UK |
| Imprint: |
Financial Times Prentice Hall |
| Returns: |
Non-returnable |
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