This applied approach to the management use of marketing research is organized according to the steps in the marketing research process. The changes to the fourth edition include expanded coverage of CIS, coverage of careers in marketing research, more real-world examples and a new software supplement with data on real marketing research studies.
- ISBN10 0070347573
- ISBN13 9780070347571
- Publish Date 1 January 1991
- Publish Status Out of Print
- Out of Print 19 November 2011
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Inc.,US
- Edition 4th edition
- Format Hardcover
- Pages 832
- Language English