Marketing Research

by David A. Aaker, Vinay Kumar, George S. Day

"Marketing Research" offers the best approach toward communicating the intricacies of this field and its usefulness to the marketing organization. "Macro-micro-macro" in design, and fitting for students in the intermediate or advanced courses, this highly-regarded text focuses on market intelligence, strategy, theory, and application. The new tenth edition retains its coverage of the most advanced and current marketing research methodologies and points out their limitations, as well their potential for enhancing research results. It also brings to the forefront the relevance of marketing intelligence, the power of the Internet in marketing research applications, and much more.

Genres: Reference

768 pages, Hardcover

Published August 3, 2000

Reviews

[Amir Jabbari]

The marketing research by Aaker introduces you to an effective market research planning methodology, however, most of the tools covered in the book are outdated especially those related to data analysis and market research through the Internet