Lukas, Bryan A. <br/><br/>
Marketing research / 
Bryan A. Lukas. 
 - Australian ed ed. 
 - [S.l.] :  McGraw Hill Higher Education,  2003. 
 - 704 p. ;  26 cm. 
<br/><br/> Paperback. 
<br/><br/> This first local adaptation of "Marketing Research" comprehensively reviews, dissects and applies key concepts and theories to real-world situations, emphasizing marketing research in its larger managerial and strategic context, and not just its principles and statistical methodologies. This is the only local textbook to fully address the cross-disciplinary nature of marketing research and its relationship to marketing strategy, customer relationship management, and decision-making (larger contextual issues that are often omitted from other books). This edition is further enhanced by all-new local cases, examples and exercises, and an expanded debate section that delves into the reasons behind marketing research successes, failures and formulas. 
<br/><br/><label>ISBN: </label>0074711385 9780074711385 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Business, Accounting & Vocational: Textbooks & Study Guides.<br/>Market research.<br/>Research & development management.<br/>Sales & marketing.<br/>Business & Economics / Marketing / Research.
<br/><br/><label>Dewey Class. No.: </label>658.83  / LUK