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Marketing Research
 
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Marketing Research (Paperback)

by Donald R. Lehmann (Author), Sunil Gupta (Author), Joel H. Steckel (Author)
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Product Description

Product Description

For upper-level undergraduate/graduate-level courses in Marketing Research.

These renowned members of the academic community offer a textbook that was written with the intent of being more instructive and less encyclopedic than its competitors. Marketing Research tells a story and is more practical in terms of real world applications. It provides students with a complete analysis of benefits and pitfalls of various research methods and contains state-of-the-art and up-to-date coverage of marketing research related topics. It offers the professor and student up-to-date coverage of the latest marketing research issues.


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