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Marketing Research is a required course for all Marketing majors in both colleges and universities. Our second Canadian edition of Marketing Research Essentials is co-authored by full-time marketing researchers, therefore offering students insider views of the…

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The ability to research the market for a product or service is crucial for anyone who wants to advance their career. Written by Judy Bartkowiak, a leading expert on market research as both a coach and a practitioner, this book quickly teaches you the insider…

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Note for ebook customers: The design and layout of this book play a key role in conveying the author's message. When creating the ebooks, we've tried to keep the look and feel of the print edition, but this means that not all e-reading devices will support the…

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For a company to embrace market research as a facilitator of change, it must be willing to take the approach that makes the most impact on its organization. That approach is the key in making a difference using market research. In this guide, author Anne Beall…

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Trend-Driven Innovation Beat accelerating customer expectations. Every business leader, entrepreneur, innovator, and marketer wants to know where customers are headed. The problem? The received wisdom on how to find out is wrong. In this startling new book, the…

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We are in the midst of yet another shift in business models because of digital. This time the force for change is not mobility; it’s data and the Internet of Things. The more devices that connect to each other, the more digital creates a personal ecosystem,…

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Some companies gather and sell personal information to assist businesses in their marketing campaigns. It this American business at its finest, or simply a horrible invasion of our privacy? This shocking book will make readers think twice before writing their…

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For more than two decades, Winning at New Products has served as the bible for product developers everywhere. In this fully updated and expanded edition, Robert G. Cooper demonstrates why consistent product development is so vital to corporate growth and how to…

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190 million female consumers . . . $4.4 trillion in buying power . . . one book--the national bestseller now in paperback and newly revised--that tells you how to reach them. She knows business. She knows women. And she definitely knows better than anyone on…

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Why do some businesses fail while others thrive no matter what? It's all in the customer. This fast moving, real-world analysis of a ten-year world-wide research study reveals how one kind of customer is responsible for over 75% of discretionary spending…

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The results of marketing research can inform marketing decisions such as in concept/product testing, market segmentation, competitive analysis, customer satisfaction studies, etc. and illustrates the need for measurement. The book summarizes all essential…