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Marketing Research for Managers, Second Edition: Published in association with the Chartered Institute of Marketing A Professional Development Series ... (Marketing Series: Professional Development)
Rok: 1997
ISBN: 9780750604888
OKCZID: 110910674
Anotace
Marketing Research for Managers, now in its second edition, is an easy-to-read, practical introduction to marketing research. It covers the range of marketing research techniques and describes how each stage in the research process is carried out with an appreciation of their strengths and weaknesses. The purpose of the book is to enable managers to become more informed research users and buyers. The more managers know about how marketing research works, the more effective they can be in using it as a management tool. Endorsed by the CIMThe only introductory UK textForeword by Professor Robert Worcester, Chairman, MORI