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Essentials of Marketing Research: A Hands-On Orientation

Essentials of Marketing Research: A Hands-On OrientationFormat : Softcover
ISBN : 1292060166
ISBN13 : 9781292060163
Publisher(s) : Pearson
Pub. Date : Jan 2014
Edition : 1st
Author(s) : Naresh K. Malhotra
Subject : Business & Economics
For courses in Marketing Research at two- and four-year colleges and universities

An engaging, do-it-yourself approach to marketing research

Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles–Basic Marketing Research: Integration of Social Media and Marketing Research: An Applied Orientation–author Naresh Malhotra covers concepts at an elementary level, deemphasizing statistics and formulas. Sensitive to the needs of today’s undergraduates, Malhotra integrates online and social media content, and provides current, contemporary examples that ground course material in the real world.

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