Basic Marketing Research: Customer Insights and Managerial Action
by Tom Brown, Tracy Suter, Gilbert Churchill
Basic Marketing Research: Customer Insights and Managerial Action presents marketing research as a foundation for understanding customers and informing managerial decisions. With a focus on customer insights and practical action, this book provides an accessible starting point for students and readers building their knowledge of marketing research.
About This Book
Basic Marketing Research: Customer Insights and Managerial Action introduces the role of marketing research in understanding customers and supporting business decisions.
The book centers on connecting customer insights with managerial action, offering a focused perspective on how research can contribute to marketing practice.
It is suited to readers seeking foundational knowledge of marketing research and its relevance to organizations.
Tom Brown, Tracy Suter, and Gilbert Churchill are credited as the authors.
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