by Max Lane
ISBN 9781844672370
Paperback; 288 pages
Pub Date: May 2008
Price: S$38.00 (excl. GST)
BIC: HBJF
Marketing Research, now in its fourth edition, provides a practical and insightful look at marketing research for both students and practitioners.
Written by one of Asia Pacific’s leading market researchers, Marketing Research clearly explains what marketing research is, how it works and why it is such a vital marketing function. It covers all aspects of the marketing research process including:
• Resear design
• Sampling
• Product research
• Test marketing
Students of marketing will find this an essential introductory text to this complex and rapidly evolving area. Such a comprehensive and authoritative overview will also appeal to practitioners as an indispensable reference source.