Marketing Research Essentials

Written by a highly successful author team with extensive academic and practitioner/managerial background, this text features succinct coverage of marketing research with a managerial orientation. Essentials once again condenses core material into 15 chapters, allowing for easy integration of outside research projects. New features for the second edition include extensive coverage of the Internet and marketing research, as well as updated international examples. This two-color paperback offers a substantial savings over the standard hardcover text while still offering superior quality and depth of coverage.