Zikmund, William G creator text Cengage Learning, Mason, Ohio, 2013 5th edition. monographic eng

print

xxiv, 452 p. : ill. (chiefly col.) ; 25 cm. Placing readers in the role of manager, this book offers concise coverage that helps readers use marketing research to make effective business decisions. Readers also learn to perform basic, core marketing research tasks. The book addresses the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. Reflecting the latest developments from the field, this edition also features an increased emphasis on behavioral tracking, social networking, smart phones, and the resulting impact on marketing research William G. Zikmund, Barry J. Babin Marketing l Marketing research Study and teaching 658.83 Z64 2013 9781133273431 (pbk) 240805 20240805062311.0