Marketing Research, 12th edition
David A. Aaker, V. Kumar, Robert P. Leone, George S. Day
Published: January 2016
Marketing Research, 12th Edition prepares marketing students to make data driven business decisions. With a focus on market intelligence, strategy, theory and application, the authors introduce the latest developments in the field of marketing research and discuss their impact on marketing research applications–all in a macro-micro framework to help students understand the big picture.