商品詳細

This text presents thorough coverage of marketing research methods and issues within a framework of showing students the logic behind the concepts and the relevancy to the students' lives. All the examples and cases feature well-known companies whose products or services are relevant to the interests of today's students. Reviews of both basic statistics and marketing concepts are presented so students don't struggle with the basics while trying to learn more advanced concepts. Extensive Web, Internet, and global examples address changing student interests and marketplace issues. A strong customer focus explores the decision-making scope of the marketing manager and the manipulation of the marketing mix variables to meet customer needs.