Strategic Brand Management: Building, Measuring, and Managing Brand Equity by Kevin Keller  (1)
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Product Description
Product Description
This text takes a "macromicromacro" approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. The book begins with a macrolevel treatment of what marketing research is, where it fits within an organization, and how it helps in managerial decisionmaking. The body of the text takes a microlevel approach, detailing each step of the marketing research process using a decisionoriented perspective. The authors wrap up with a macrolevel treatment of the applications of marketing research. As with previous editions, the text provides thorough coverage of the most advanced and current marketing research methodologies, point out their limitations, as well their potential for enhancing research results.
Synopsis
This text takes a "macro micro macro" approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. The book begins with a macro level treatment of what marketing research is, where it fits within an organization, and how it helps in managerial decision making. The body of the text takes a micro level approach, detailing each step of the marketing research process using a decision oriented perspective. The authors wrap up with a macro level treatment of the applications of marketing research. As with previous editions, the text provides thorough coverage of the most advanced and current marketing research methodologies, point out their limitations, as well their potential for enhancing research results.
See all Product Description
This text takes a "macromicromacro" approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. The book begins with a macrolevel treatment of what marketing research is, where it fits within an organization, and how it helps in managerial decisionmaking. The body of the text takes a microlevel approach, detailing each step of the marketing research process using a decisionoriented perspective. The authors wrap up with a macrolevel treatment of the applications of marketing research. As with previous editions, the text provides thorough coverage of the most advanced and current marketing research methodologies, point out their limitations, as well their potential for enhancing research results.
Synopsis
This text takes a "macro micro macro" approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. The book begins with a macro level treatment of what marketing research is, where it fits within an organization, and how it helps in managerial decision making. The body of the text takes a micro level approach, detailing each step of the marketing research process using a decision oriented perspective. The authors wrap up with a macro level treatment of the applications of marketing research. As with previous editions, the text provides thorough coverage of the most advanced and current marketing research methodologies, point out their limitations, as well their potential for enhancing research results.
See all Product Description
Inside This Book
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Concordance
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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