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"'Serving the customer' and 'customer satisfaction' are central to every formulation of the marketing concept, yet few books delve with sufficient depth into issues concerning the dimensions that such service to the customer entails." "This comprehensive volume fills the gap by …
How is qualitative marketing and consumer research conducted today? What is rigorous research in this field? What are the new, cutting edge techniques? Written for students, scholars, and marketing research practitioners by three qualitative marketing research pioneers, this boo…