Essentials of Marketing Research, 2nd Edition

Essentials of Marketing Research 2/e clearly focuses on how a company can gather Marketing Intelligence- and the importance of Marketing Intelligence in strategic marketing decision-making. Based on the best-selling Marketing Research, by Aaker/Kumar/Day, this briefer text is a more concise, less quantitative, more applications-oriented approach. The marketing research industry is discussed, with a brief treatment of both suppliers and users. The authors adopt a decision-oriented perspective in describing the marketing research process. In this edition, the text addresses in considerable depth the usefulness of the Internet in helping make Marketing Intelligence decisions.