MKTG 401-Dr. Mummalaneni: Bibliography

A concise presentation of marketing research fundamentals.   Basic Marketing Research uses an Excel add-in software for data analysis, an integrated case, and experiential learning exercises to present a concise introduction to market research fundamentals. This text also provides readers with resources they can use in their careers.   The ISBN above is just for the standalone book,  if you want the book/IBM#65533; SPSS#65533; 18.0 Integrated Student Version you shoud order the ISBN listed below.   0132490633 / 9780132490634 Basic Marketing Research with Excel & IBM#65533; SPSS#65533; 18.0 Integrated Student Version Package Package consists of 0132151715 / 9780132151719 IBM#65533; SPSS#65533; 18.0 Integrated Student Version 0135078229 / 9780135078228 Basic Marketing Research with Excel   .

Applies theory developed from business research to actual business situations. Recognizing the intricate relationships between the many areas of business activity, JBR examines a wide variety of business decisions, processes and activities within the actual business setting.

Publishes scholarly research that describes and explains consumer behavior.

The fifth edition of what was formerly know as The ESOMAR Handbook of Market and Opinion Research  has been completely revised to reflect the latest approaches in the rapidly changing world of professional market research. The new Handbook stands out from earlier editions by explaining the latest research techniques and methodologies within a contemporary business context. Yet it remains an invaluable and practical day to day reference work for the modern market researcher. Truly international in outlook and approach, the Handbook combines contributions from over 40 research thought leaders and specialists from across the world including the UK, US, Europe, Australia and S.E.Asia. "The editors and authors make an overdue contribution to bridging the Theory-Practice divide. Their client perspective will delight, inform and inspire market research specialists and users alike." --Prof. Se#65533;n Meehan (Switzerland), Martin Hilti Professor of Marketing and Change Management, IMD - International Institute for Management Development

Today's best marketers recognize the importance of metrics, measurement, & accountability. But few marketers recognize the extraordinary range of metrics now available for evaluating their strategies & tactics. In this book, four leading researchers systematically introduce today's most powerful marketing metrics.

Publishes articles, interviews, commentary and news of note on marketing aimed at members of the American Marketing Association.

Publishes articles on software reviews, new management tools, legislative issues regarding marketing, research methods and new marketing technologies.