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David A. Aaker, V. Kumar, George S. Day

Marketing Research

Обложка книги Marketing Research

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ISBN: 0470050764, 9780470050767
Издательство: Wiley
Год издания: 2006
Страниц: 792
This new edition brings to the forefront the relevance of marketing intelligence and the power of the Internet in marketing research applications. The book focuses on the recent trends in marketing intelligence and explains how its various functions are linked to each other in a way that ensures efficient management of the customer-firm relationship. Readers will then learn how to apply the research to business strategies in order to win the customers' share of purchases.