Marketing Research, 12th Edition
Marketing Research, 12th Edition prepares students and professionals to make informed, data-driven business decisions in an increasingly competitive landscape. With a primary focus on market intelligence, strategy, theory, and practical application, this edition introduces the latest developments in the field and explores their direct impact on research methodologies.
The authors utilize a unique macro-micro-macro framework to help readers understand the “big picture” of marketing research, ensuring that technical details are always grounded in overarching business objectives. From identifying market opportunities to analyzing consumer behavior and evaluating marketing programs, this comprehensive guide provides the analytical tools necessary for effective strategic planning.
Book Details and Metadata
- Title: Marketing Research
- Author: David A. Aaker
- Edition: 12th Edition
- Publisher: Wiley
- ISBN-10: 1119238722
- ISBN-13: 978-1119238720
- Publication Date: January 5, 2016