Marketing research / Bryan A. Lukas.
Publisher: [S.l.] : McGraw Hill Higher Education, 2003Edition: Australian ed edDescription: 704 p. ; 26 cmISBN: 0074711385; 9780074711385Subject(s): Business, Accounting & Vocational: Textbooks & Study Guides | Market research | Research & development management | Sales & marketing | Business & Economics / Marketing / ResearchDDC classification: 658.83 Online resources: Amazon.com | Amazon customer reviews Summary: This first local adaptation of "Marketing Research" comprehensively reviews, dissects and applies key concepts and theories to real-world situations, emphasizing marketing research in its larger managerial and strategic context, and not just its principles and statistical methodologies. This is the only local textbook to fully address the cross-disciplinary nature of marketing research and its relationship to marketing strategy, customer relationship management, and decision-making (larger contextual issues that are often omitted from other books). This edition is further enhanced by all-new local cases, examples and exercises, and an expanded debate section that delves into the reasons behind marketing research successes, failures and formulas.| Item type | Current location | Home library | Call number | Status | Date due | Barcode | Item holds |
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Central Library (CL) | Central Library (CL) | 658.83 LUK (Browse shelf) | Available | NBS7484 |
Paperback.
This first local adaptation of "Marketing Research" comprehensively reviews, dissects and applies key concepts and theories to real-world situations, emphasizing marketing research in its larger managerial and strategic context, and not just its principles and statistical methodologies. This is the only local textbook to fully address the cross-disciplinary nature of marketing research and its relationship to marketing strategy, customer relationship management, and decision-making (larger contextual issues that are often omitted from other books). This edition is further enhanced by all-new local cases, examples and exercises, and an expanded debate section that delves into the reasons behind marketing research successes, failures and formulas.
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