This six-volume encyclopedia provides scholars and professionals with a major international guide to marketing concepts and applications. The new developments and challenges of the past ten years are fully reflected in the constructs and entries covered.
La quatrième de couverture indique : "This single volume reference provides an alternative to traditional marketing research methods handbooks, focusing entirely on the new and innovative methods and technologies that are transforming marketing research and practice. Including o…
"This single volume reference provides an alternative to traditional marketing research methods handbooks, focusing entirely on the new and innovative methods and technologies that are transforming marketing research and practice. Including original contributions and case studie…