Basic Marketing Research: Customer Insights and Managerial Action
by Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill, Churchill, Gilbert A., Jr.
Basic Marketing Research: Customer Insights and Managerial Action introduces the central connection between marketing research, customer understanding, and managerial action. With a focus on foundational concepts, the book serves as a useful resource for students and readers seeking a clear introduction to marketing research and its role in business decision-making.
About This Book
Basic Marketing Research: Customer Insights and Managerial Action focuses on the relationship between marketing research and managerial decision-making.
The book addresses how customer insights can inform business thinking and action.
It is presented as a foundational resource for readers studying or applying marketing research.
Written by Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill, and Churchill, Gilbert A., Jr., the book centers on marketing research and its practical relevance to managers.
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