Australian Marketing Research

Résumé du livre

Australian adaptation of TMarketing Research: An applied approach' (4th edition), written by Thomas C Kinnear and James R Taylor, both professors of marketing in the School of Business Administration, University of Michigan, USA. The text has been adapted by Lester Johnson, Professor of Marketing, University of Sydney, and Robert Armstrong, Associate Professor of Marketing, Murdoch University. It is intended to provide prospective marketing managers with an understanding of marketing research, and can be used either for undergraduate or first-level graduate courses. Each chapter concludes with a summary and questions for discussion; each of the six parts concludes with several case studies. An appendix provides mathematical tables, and a glossary and index are included.