Books
Marketing Research, 10th edition
V. Kumar David A. Aaker George S. Day Robert P. Leone
Published: September 2010
Published: September 2010
This edition, while building on the online marketing research content, tracks recent developments in the area of relationship marketing. Specific importance has been given to the concepts of Customer Lifetime Value, Mobile Marketing, Social…
Additional Recommended Books
About Dr. V. Kumar
Dr. V Kumar, or VK as he is more popularly known
in the academic and professional circles, is currently the Distinguished Term Professor, and Senior Fellow, Indian School of Business, India; and the Distinguished Fellow, MICA, India.
The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, which is supplemented by interviews of the...