Marketing Research: An Applied Approach – European 2nd Edition by Naresh K. Malhotra, David F. Birks
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Overview: Written for students studying market research at both undergraduate and postgraduate levels, Marketing Research: An Applied Approach provides a comprehensive and authoritative commentary on this increasingly important subject.
This book shows much promise and might very well become the European marketing research handbook of the future. I believe every student of marketing research in Europe should obtain a copy of this book. The author has undertaken a Herculean task and has succeeded with flying colours. Malhotra’s revised European edition is a comprehensive guide to modern marketing research. Not only is it a useful text for students of modern marketing research, providing them with examples of current practice, it is also a useful text for managers, who are either commissioning research or disseminating and operationalising its results.
Genre: NonFiction > Business, Textbook, Educational
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