MARKETING RESEARCH

• Main Authors: AAKER, DAVID A. (Author), Aaker, David A. (Author), V. Kumar (Author), Lawley, Meredith (Author), George, S. Day (Author)
• Other Authors: Stewart, David
• Format: Book
• Language: English
• Published: Milton, Qld. John Wiley & Sons Australia 2007; ©2007
• Edition: THE SECOND PACIFIC RIM EDITION
• Subjects: Marketing research > Textbooks
• Online Access: Click Here to View Status and Holdings.
• Item Description: 1st ed. published 2005; Includes index; Australasian authors are Meredith Lawley and David Stewart. Based on US text of David A. Aaker, V. Kumar, George S. Day
• Physical Description: xix, 601 pages illustrations 26 cm
• ISBN: 047081070X (paperback); 9780470810705

Marketing Research: The Second Pacific Rim edition reflectscontemporary developments and examples in Marketing Research. Thetext maintains the strengths of the original Aaker, Kumar and Daytext, and is presented in an engaging and accessible style. Avisual map evolves throughout the text, guiding students throughthe entire marketing research process step by step. The text retains a clear focus on marketing research as a toolfor helping organisations achieve their goals, and uses themacro-micro approach of reviewing the entire research processbefore considering each component part in detail. The focus is onunderstanding and conducting market research as the basis formaking sound business decisions.