Books
Marketing Research, 6th edition
V. Kumar George S. Day David A. Aaker
Published: 1998
Published: 1998
This book condenses the approach marketers should take towards marketing research by identifying when marketing can and should be used, what research, and how to interpret and apply the results.
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 the Richard and Susan Lenny Distinguished Chair Professor in Marketing, the Executive Director of the Center for Excellence in Brand and Customer Management...
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...