The Business of Marketing Research - Vriens, Marco; Rademaker, Douwe; Verhulst, Rogier
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Presents readers with a highly practical approach to marketing research. The text familiarizes students with foundational knowledge and skills, features ample practical examples and anecdotes, and is steeped and grounded in academic rigour.

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Produktbeschreibung
Presents readers with a highly practical approach to marketing research. The text familiarizes students with foundational knowledge and skills, features ample practical examples and anecdotes, and is steeped and grounded in academic rigour.
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Autorenporträt
Marco Vriens is an assistant professor at the University of Wisconsin-La Crosse and the founder of Kwantum, an analytics firm. He earned a masters in psychology from Leiden University and a Ph.D. in business administration from the University of Groningen. He specializes in marketing analytics, brand research, research methodology, and consumer psychology and decision-making. He is the author of The Insights Advantage (2012), and editor of the Handbook of Marketing Research (2006).