Market Response and Marketing Mix Models takes a forward-looking perspective identifying research opportunities related to market response and marketing mix mod
From 1976 to the beginning of the millennium—covering the quarter-century life span of this book and its predecessor—something remarkable has happened to ma
This book focuses on marketing graphics, figures, and visual artifacts discussed in marketing theory in order to explain and discuss the marketing concepts visu
A successful marketing manager needs to be able to use different media channels to reach specific audiences, and know through campaign research and evaluation,
The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented fi