An Integrated Approach
By Alan Wilson
Financial Times / Pearson Education
367 Pages, 7 1/2" x 9 3/4"
$77.50 paper original
This book is for undergraduate and postgraduate courses in marketing research
in marketing and business programs and for the MRS (Market Research Society)
Diploma. This exciting new text provides for the first time an integration of
both the professional and practical elements of marketing research, by providing
an understanding of the management issues and the practical techniques facing
today's marketers. Heavily case based approach, with up-to-date coverage of
international marketing research throughout, this texts overriding aim is to
provide academic rigour with real-life practicality.
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