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Paperback Basic Marketing Research: Customer Insights and Managerial Action Book
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ISBN: 0357901843

ISBN13: 9780357901847

Basic Marketing Research: Customer Insights and Managerial Action

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In Brown/Suter/Churchill's BASIC MARKETING RESEARCH, 10th Edition, you will learn how to convert marketplace data into actionable marketing information using the two dominant approaches, behavioral data that exists and customer insights gathered for a specific purpose, and how interactions in the research process give managers and researchers confidence in the result. BASIC MARKETING RESEARCH's easy-to-read writing style helps you see the research process from the perspectives of researchers who gather information and marketing managers who use it and helps you apply your market research skills in experiential learning activities.

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