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Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy.The Essentials of Marketing Research guides the student in d

Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy.The Essentials of Marketing Research guides the student in d

Marketing Research Essentials gives students an industry perspective to the complexities and rapid developments of the marketing research world. Coauthored by a full-time marketing research professi

In response to strong market feedback, Essentials of Marketing Research, 2e, was developed directly from the eight edition of William Zikmund's best-selling Exploring Marketing Research text. Designed

Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools a

ESSENTIALS OF MARKETING RESEARCH, 6E, provides a concise, yet complete guide to the design, execution, analysis, and reporting of marketing research to support smart business decisions. Covering essen

Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing research and showing students how to app

In the 12th edition of Marketing Research, McDaniel and Gates continue to share their industry experience to teach students how to make critical business decisions through the study of market research

Essentials of Marketing Is Designed to Satisfy Your Needs.Cannon/Perreault, Essentials of Marketing looks at the best of marketing, where marketing practices meet target customer needs to make the world a better place. Dating back to Jerry McCarthy's ground-breaking categorization of the 4Ps of Marketing, our practical, research-based product continues to emphasize marketing strategy planning. The 18th edition of Essentials of Marketing emphasizes currency through:1.Active Learning. Connect activities including Smartbook 2.0 providing dynamic, personalized reading experience with Video Cases, Case Analyses and Application-Based Activities designed to drive critical thinking and engagement through real-word scenarios.2.Purpose and purpose orientation. Reviewing an organization's reason for being that extends beyond profit and creates value for stakeholders, including customers, employees, suppliers, investors, and communities.3.Diversity, equity, and inclusion. Attention to racial justi