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Marketing Research

Series: Critical Perspectives on Business and Management
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Book Hero Magic crafted this summary to help describe this book. While it's new and still learning, it may not be perfect - your feedback is welcome! Summary
Marketing Research is a comprehensive four-volume collection that explores the vast and evolving field of marketing research. It provides a synthesis of both classic and contemporary works, combining theoretical insights with practical applications. Edited by David Birks and Tim Macer, the set offers a thorough introduction to the discipline, tracing its historical development and intellectual foundations. This authoritative collection serves as an essential reference for understanding consumer behaviour and the underpinnings of successful marketing strategies.
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Format: Multiple-component retail product
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Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?

Ideal for scholars, students, and practitioners in marketing and business studies seeking an in-depth, scholarly resource on marketing research.

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A new title in the Routledge Major Works series, Critical Perspectives on Business and Management, this is a four-volume collection of cutting-edge and canonical research on marketing research.

Book Hero Magic formatted this description to make it easier to read. While it's new and still learning, it may not be perfect - your feedback is welcome! Description

The essence of successful and sustainable marketing practice is founded on an understanding of existing and potential consumers. As marketing has grown around this principle, so the subdiscipline—and industry—of marketing research has flourished.

This new four-volume collection in the Routledge Major Works series, Critical Perspectives on Business and Management, meets the need for an authoritative, up-to-date, and comprehensive reference work synthesizing its voluminous literature. Indeed, the sheer scale of the growth in related research output—and the breadth of the field—makes this collection especially timely and welcome.

Marketing Research provides the most comprehensive collection of classic and contemporary contributions on the subject to date. It facilitates ready access to the most influential and important works across the field, combining theoretical and practical perspectives to encourage a broader appreciation of marketing research and the mutual influences within it.

Drawing on expertise garnered in both the academy and in practice, Marketing Research has been co-edited by David Birks, a leading scholar in the field (and co-author of Europe's most successful marketing research textbook, now in its third edition), and Tim Macer, an international marketing research consultant and commentator.

The collection is fully indexed and has a comprehensive introduction, newly written by the editors, which places the material in its historical and intellectual context. It is an essential work of reference and is destined to be valued by scholars and students—as well as practitioners in the field—as a vital one-stop research resource.

Series: Critical Perspectives on Business and Management

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Book Details

INFORMATION

ISBN: 9780415449120

Publisher: Taylor & Francis Ltd

Format: Multiple-component retail product

Date Published: 11 December 2008

Country: United Kingdom

Imprint: Routledge

Contributors:

  • Edited by David F. Birks
  • Edited by Tim Macer

Audience: Tertiary education, Professional and scholarly

DIMENSIONS

Width: 156.0mm

Height: 234.0mm

Weight: 4218g

Pages: 2412

Collections

Box Sets Business & Entrepreneurship Marketing & Sales Non-Fiction Series: Critical Perspectives on Business and Management

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