*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 fo
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