Marketing Research, Sixth Edition With Spss 13.0
分类: 图书,进口原版,Business & Investing（商业与投资）,
品牌: Carl McDanielRoger Gates
基本信息出版社:Wiley; 6th (2005年2月25日)精装:617页正文语种:英语ISBN:0471730890条形码:9780471730897商品尺寸:25.9 x 21.3 x 3 cm商品重量:1.5 KgASIN:0471730890商品描述内容简介Real Data, Real People, Real Research.In theEight Edition of Marketing Research,McDaniel and Gates continue to share their real–life experiences from the industry to teach students how to make critical business decisions through the study of market research. The authors’ practical approach and emphasis on being “real” has made this one of the world’s leading marketing research texts. Like no other, this text prepares students by introducingactualdata samples, marketing researchprofessionals, andreal–worldcase problems. Filled with engaging, current examples drawn from the authors′ ongoing involvement in the field, this comprehensive text teaches students how to become effective consumers of market research.
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当代市场调研(原书第8版)作者简介Carl McDaniel, Jr.is currently Professor and Chairman of the Department of Marketing at University of Texas, Arlington. He received his Ph.D. from Arizona State University in 1970, joining the faculty at UTA the same year. He has extensively published in the areas of marketing basics and marketing research. He is the author of over twenty textbooks. He is on the editorial board of theJournal of Business Research, is an ad hoc reviewer for theJournal of the Academy of Marketing Science, and a member of the Board of Directors for the North Texas Higher Education Authority. In the spring of 1995 he served as a senior consultant to the International Trade Centre in Geneva, Switzerland; was an invited lecturer at the Ecole Superieure de Commerce in Pau, France for the past four springs; and recently lectured at eighteen universities in Latin America. Dr. McDaniel was named a Distinguished Fellow of the Southwestern Marketing Association in 1992.