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Marketing Research Essentials
ISBN/GTIN

Marketing Research Essentials

BookPaperback
Ranking183329inWirtschaft
CHF363.00
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Description

Marketing Research Essentials gives students an industry perspective to the complexities and rapid developments of the marketing research world. Coauthored by a full-time marketing research professional, this book merges real-life, insider experiences from the industry, with quantitative methods, and market research applications for use in the classroom. It illustrates concepts with actual data, real-world case problems, as well as methods tried and tested in the real world.
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Details

ISBN/GTIN978-1-118-24932-1
Product TypeBook
BindingPaperback
PublisherWiley
Publishing date01/07/2012
Edition8. A.
Pages480 pages
LanguageEnglish
SizeWidth 202 mm, Height 252 mm, Thickness 16 mm
Weight812 g
Article no.13771073
Publisher's article no.1W118249320
CatalogsBuchzentrum
Data source no.12852600
Product groupWirtschaft
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Author

Carl McDaniel, Chairman of the marketing department at University of Texas at Arlington for 32 years. He has been an instructor for more than 40 years and is the recipient of several awards for outstanding teaching. McDaniel has also been a district sales manager for Southwestern Bell Telephone Company. Currently, he serves as a board member of the North Texas Higher Education Authority and is a member of the American Marketing Association, Academy of Marketing Science, Southern Marketing Association, Southwestern Marketing Association, and Western Marketing Association. In addition to Marketing, McDaniel has authored or co-authored over 50 textbooks, and his research has appeared in such publications as the Journal of Marketing, Journal of Business Research, Journal of the Academy of Marketing Science, and the California Management Review. McDaniel is co-owner of a marketing research firm and has been a consultant to the International Trade Centre.