State-of-the-art Perspectives : Handbook of the American Marketing Association & Professional Marketing Research SocietyBook - 2000
This is an authoritative, twenty-first-century guide to marketing research practices. This book is the voice of marketing research experts at the turn of the millenium. It collects insights from the best-known practitioners and academics in the world, including authors from the U.S., Canada, England, Scotland, and Australia. Each chapter is written by a specialist in the topic area. So the book provides state-of-the-art coverage of a spectrum of marketing research topics including the process from data to knowledge, the current practice of marketing research, and the variety of specialized forms of research. It also offers perspectives on issues of particular importance to the Information Age, such as Internet research and computer-aided qualitative data analysis.
Publisher: Chicago, Ill. : American Marketing Association ; [s.l.] : Professional Marketing Research Society, c2000
Characteristics: xiv, 666 p. : ill. ; 24 cm