Unlike most marketing management texts that are overly descriptive and repetitious of prior coursework, this brief text focuses on the middle management marketing decisions students are most likely to encounter in their careers. The text emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. A talented new coauthor, Thomas Madden of the University of South Carolina, Columbia, has been added to the team. Discussions of such important areas as market segmentation, quality, customer service, brand equity, sales promotion, direct marketing, and database marketing have been substantially strengthened. The majority of minicases, which conclude each chapter are new and involve current, high-interest subjects.

Marketing Management: Strategies and Programs

Business & Money

Madden, Thomas J.

Guiltinan, Joseph P.

Paul, Gordon W.

Management & Leadership

McGraw/Hill/Irwin

ESSENTIALS OF MARKETING RESEARCH is aimed at the undergraduate introductory marketing research course. It has been designed to teach students to be good managers of marketing research rather than focusing on statistical techniques and analyzing data. ESSENTIALS OF MARKETING RESEARCH is for students who will become users of research rather than research practitioners, presenting topics with an emphasis on pedagogical support and patient explanations of topics.

Essentials of Marketing Research (MCGRAW HILL/IRWIN SERIES IN MARKETING)

Dillon, William R.

Firtle, Neil H.

Richard D.Irwin

This version of "Marketing Research in a Marketing Environment" teaches students what market research is all about both in theory and in practice, with all of the real challenges, tools and solutions. In this book, the practical uses of marketing research are stressed over heavy statistical analysis. This approach reveals how marketing research is really done and how it fits into a product's life cycle. The third edition weaves marketing research into the product management function to help students better understand why research is conducted in the first place.

Marketing Research in a Marketing Environment: International Version

Marketing & Sales

Irwin Professional Publishing

This text is the first of its kind to successfully bridge the gap between the theory and practice of marketing research. This is accomplished through the continuous use of numerous examples and applications taken from actual companies. The authors also include several practical topics, such as the use of the library as an information system, methods of data collection such as scanner service and mall intercepts, discussion of issues involved in designing effective marketing research projects, MDSS, and the use of online secondary sources of information. The end result is a text that prepares students to be informed users of research data. It gives them an understanding of how the process is and should be conducted in a business environment to achieve the firm's objectives through modern market research. The text shows how the research function fits into the duties of a marketing manager.

Marketing Research in a Marketing Environment (The Irwin Series in Marketing)

Marketing Research in a Marketing Environment/Intl Student Edition

Spin Man: The Topsy-Turvy World of Public Relations...Tell-All Tale

Transmedia Pub Inc

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