Carl D. McDaniel Boeken

Written by a highly successful author team with extensive academic and practitioner/managerial background, this text features succinct coverage of marketing research with a managerial orientation. Essentials once again condenses core material into 15 chapters, allowing for easy integration of outside research projects. New features for the second edition include extensive coverage of the Internet and marketing research, as well as updated international examples. This two-color paperback offers a substantial savings over the standard hardcover text while still offering superior quality and depth of coverage.

Created through a student-tested, faculty-approved review process with direct input from students and faculty, *MKTG6* is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners. *MKTG6* employs up-to-date, relevant examples from a wide range of independent upstarts and larger companies students love. *MKTG6* also offers a dynamic range of web-based review and testing products to facilitate today's on-the-go lifestyle. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

Created through a student-tested, faculty-approved review process with students and faculty, MKTG5 is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

Marketing Research provides comprehensive information on both the quantitative methods used in marketing research and the many considerations a manager faces when interpreting and using market research findings. Marketing research hot topics are featured, including competitive intelligence, published secondary data and the Internet, and marketing research suppliers and users. Each chapter helps you explore ethical dilemmas related to the topics discussed, the uses and needs for marketing research across business functions, and how to use the Internet to gather marketing research data in an efficient, cost-effective manner. By focusing on the managerial aspects of marketing research, this book provides you with both the tools to conduct marketing research, as well as those to interpret the results and use them effectively as a manager.

A comprehensive marketing text organized around the marketing mix and filled with student-oriented, current examples of the latest marketing topics, concepts and technologies.