Leading Edge Marketing Research

1st Edition

21st-Century Tools and Practices

eISBN-13: 9781452285788

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Additional Book Details

This book explores new and leading edge marketing research approaches as successfully practiced by visionaries of academia and the research industry. Ideal as either a supplementary text for students or as a guidebook for practitioners, this book showcases the excitement of a field where discoveries abound and where researchers are valued for solving weighty problems and minimizing risks. The authors offer rich, new tools to measure and analyze consumer attitudes, combined with existing databases, online bulletin boards, social media, neuroscience, radio frequency identification (RFID) tags, behavioral economics, and more. The reader will profit from the numerous contemporary case studies that demonstrate the key role of marketing research in corporate decision-making.


Sold By SAGE Publications
ISBNs 9781412991315, 9781412991315, 9781412991315, 9781452285788, 9781452240718, 1452285780
Language English
Number of Pages 504
Edition 1st