Exploring Marketing Research

This comprehensive, practical and extremely student-friendly market-leader offers the most up-to-date coverage of current marketing research issues available. Intended primarily for undergraduates, this market leader emphasises such important issues as total quality management and global marketing research, integrating both topics throughout the text. Features new to this edition include a new emphasis on relationship marketing, a reflection on the role of new technologies, and a new chapter on information systems and knowledge management.