Marketing Research: Approaches, Methods and Applications in Europe

Pages: 592,
Specialty: Marketing,
Publisher: Cengage,
Publication Year: 2007,
Cover: Paperback,
Dimensions: 218.44x274.32x30.48mm

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.show more