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Marketing Research: An Integrated Approach By Alan Wilson

Marketing Research: An Integrated Approach
by Alan Wilson

Integrates the key concepts and techniques of marketing research with the management of customer information from databases, loyalty cards and customer files. This work links marketing research techniques with real-life marketing research practice and highlights how to brief and select marketing research suppliers.

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Marketing Research: An Integrated Approach Summary

This concise book places marketing research in the bigger picture of marketing and demonstrates how marketing research and its understanding should be seen as a key element of marketing rather than a backroom activity performed by statisticians.The structure of this book closely follows the core elements of the MRS/CIM Marketing Research and Information Module, so will be ideal for those students studying towards these diplomas. This book is also ideal for those taking a short course in marketing research for the first time.

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Additional information

Marketing Research: An Integrated Approach
Alan Wilson
Used - Very Good
Pearson Education Limited
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.