Marketing Research : Approaches, Methods and Applications in Europe
by
Ray Kent
Book Details
Format
Paperback / Softback
ISBN-10
1844803279
ISBN-13
9781844803279
Publisher
Cengage Learning EMEA
Imprint
Cengage Learning EMEA
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Dec 11th, 2006
Print length
592 Pages
Weight
1,522 grams
Dimensions
27.50 x 21.90 x 2.90 cms
Product Classification:
Market research
Ksh 19,650.00
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Aimed at post-introductory Marketing undergraduates and postgraduate students, this UK textbook provides a comprehensive coverage of approaches, methods and applications of market research in a primarily European and international context. It compares and contrasts research from both academic and client-based perspectives.
Aimed at post-introductory Marketing undergraduates and postgraduate students, Marketing Research is the first UK textbook to offer the advantages of presentation and format associated with a US textbook, yet still provide a comprehensive coverage of approaches, methods and applications of market research in a primarily European and international context.Unlike other textbooks which implicitly focus on client-based research, Marketing Research compares and contrasts research from both academic and client-based perspectives.This text has an innovative approach which focuses on the need for market research to be viewed on a systemic level, as an integrated creative process, composed of varying practical and theoretical approaches which can be tailored to each research project.
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