Marketing Research

"With a focus on market intelligence, strategy, theory and application, 'Marketing research' introduces the latest developments in the field and discusses their impact on marketing research applications - all in a macro-micro-macro framework to help students understand the big picture. The authors introduce marketing research through a macro-level treatment of what it is and where it fits in an organization, then move to a micro-level and decision-oriented approach; and finally, end with a macro-level approach to the applications of marketing research. The 11th edition, while building on the online marketing research content, tracks recent developments in areas such as relationship marketing, social media, and mobile marketing and explores how these advencements are moving to the forefront of business strategies." -- From the back cover