Marketing Research, 13th Edition presents a clear and comprehensive introduction to the field, with a strong focus on methodologies and the role of market research in strategic decision making. Employing a unique macro-micro-macro approach, the text begins with a broad overview of market research and its place within—and value to—an organization, before zooming in to detail the granular view of the research process. Step-by-step explanations cover the latest methodologies and current practices, highlighting advanced techniques as well as their limitations and potential benefits, followed by a high-level discussion of research applications.
An emphasis on real-world processes is underscored by end-of-chapter cases, allowing students to apply what they’ve learned in the context of real-life examples covering a broad range of products and organizations. This practical approach promotes engagement while building essential critical analysis, interpretation, and decision-making skills, preparing students to recognize potential research applications, alternatives where they exist, and the quality of research at hand. By pulling together market intelligence, strategy, theory, and application, this text helps students build a deep understanding while retaining the big picture perspective.
Author: David A. Aaker, V. Kumar, Robert P. Leone, George S. Day
Chapter 1: Customer Relationship Management
Chapter 2: CRM in action
Chapter 3: Customer Acquisition
Chapter 4: Customer Retention
Chapter 5: Balancing Acquisition and Retention
Chapter 6: Customer Churn
Chapter 7: Customer Win-back
Chapter 8: Implementing CRM Models
Chapter 9: The Future of CRM
Marketing Research, 11th edition
Marketing Research, 11th edition pdf
Marketing Research
market research about restaurant
market research about business
market research cross-sectional |
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