TY  - BOOK
AU  - Kumar,V.
AU  - Aaker,David A.
AU  - Day,George S.
TI  - Essentials of marketing research
SN  - 047141235X :
AV  - HF5415.2 .K86 2002
PY  - 2002///
CY  - New York
PB  - Wiley
KW  - Marketing research
N1  - Includes bibliographical references and index
N2  - Managers all over the world make decisions on product and service related issues on a regular basis. Defining, generating, managing and interpreting information becomes an integral part of every organization. Readers of this book are presented with an overview of the major steps in the marketing research process.. The applications of marketing research, such as brand equity, customer satisfaction, and relationship marketing as also covered
ER  -