Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing

This short textbook provides students with a concise yet comprehensive overview of the fundamentals of marketing research. Mapped closely to the structure of a

Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy. This book guides th

Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented appro