SPANISH TRANSLATION OF CONTEMPORARY MARKETING RESEARCH, E BY MCDANIEL/GATES (0-538-88507-6). This comprehensive book takes a strong managerial approach to explaining marketing research skills and concepts while maintaining its strong coverage of quantitative methods. The most important tenet of this book is to understand customers and then deliver outstanding value and service to them. In today's rapidly changing global marketplace, cost effective, accurate and timely marketing decision making is critical. The practice of marketing research, in turn, is undergoing profound changes in technology and methodology to meet the information demands of decision makers. These up-to-date, real-world applications of marketing research are featured throughout the book. In all, marketers will not only learn how to conduct marketing research, but more importantly, how to use and interpret resulting information for success in any organization.
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