Marketing Research, 4/e [electronic resource] /

By:

BERI, G. C [A01]

Material type:

Computer fileEdition: 4Description: 597 pISBN:

9780070620223

Online resources:

Link to access the E-book

Summary: This new edition of a well-known book continues to discuss comprehensively the tools and unique used for making research. The author uses theory and appropriate examples to help students in developing concepts. This edition includes recent marketing research activities in the Indian landscape (rural and retail market research).Apart from these new chapter, the topics of brand positioning and brand segmentation have been discuses with the help of recent examples. A new chapter on measurement and scaling has been added in this edition to make it more useful. Abundance of in-text solved examples and end-of-chapter exercise is a hallmark feature of the book.

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This new edition of a well-known book continues to discuss comprehensively the tools and unique used for making research. The author uses theory and appropriate examples to help students in developing concepts. This edition includes recent marketing research activities in the Indian landscape (rural and retail market research).Apart from these new chapter, the topics of brand positioning and brand segmentation have been discuses with the help of recent examples. A new chapter on measurement and scaling has been added in this edition to make it more useful. Abundance of in-text solved examples and end-of-chapter exercise is a hallmark feature of the book.

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