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This book aims is to provide a useful mental model and tools for learning about how executives and customers think within marketplace contexts. Woodside's research examines many of the same questions as Gerald Zaltman's 2003 book How Customers Think. The author…

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The digital age has transformed the very nature of marketing. Armed with smartphones, tablets, PCs and smart TVs, consumers are increasingly hanging out on the internet. Cyberspace has changed the way they communicate, and the way they shop and buy. This fluid,…

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Using a practical analytical approach, this timely work presents information and insights on the daily challenges brand managers face. Divided into two sections, the first emphasizes the need to understand customers and the current brand's assets before…

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This is the second, fully revised and updated edition of a highly praised text introducing sociological research methods to the student. It is written for the non-specialist, yet introduces all the central issues of social research.

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Balancing simplicity with technical rigour, this practical guide to the statistical techniques essential to research in marketing and related fields, describes each method as well as showing how they are applied. The book is accompanied by two real data sets to…

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The Market Research & Insight Yearbook: Transforming Evidence into Impact brings together for the first time an exclusive selection of case studies featuring the highest calibre examples of market research. Authored by MRS Patrons, Award Winners and Finalists of…