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Marketing Research, by David A. Aaker, V. Kumar, Robert Leone, George S. Day
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This book offers the best approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. This highly regarded text focuses on market intelligence, strategy, theory, and application and retains its coverage of the most advanced and current marketing research methodologies. Pointing out these methodologies' limitations and strengths, the book also brings to the forefront the relevance of marketing intelligence, the power of the Internet in marketing research applications, and much more. Suitable for students in the intermediate or advanced courses.
- Sales Rank: #16612 in Books
- Published on: 2012-10-01
- Original language: English
- Number of items: 1
- Dimensions: 10.00" h x 1.20" w x 8.20" l, 3.05 pounds
- Binding: Hardcover
- 768 pages
About the Author
David A. Aaker is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including "Strategic Market Management, Managing Brand Equity, Building Strong Brands, " and "Brand Leadership" (co-authored with Eric Joachimsthaler).
V. Kumar is a Regents Professor, Richard and Susan Lenny Distinguished Chair and Professor in Marketing, and the Executive Director of the Center for Excellence in Brand and Customer Management, and the Director of the PhD Program in Marketing at the J. Mack Robinson College of Business, Georgia State University. He is also the first person outside of China to be named Chang Jiang Scholar, Huazhong University of Science and Technology, Wuhan, China, and Lee Kong Chian Fellow, Singapore Management University, Singapore.
Dr Kumar has been recognized with twelve lifetime achievement awards in Marketing Strategy, Inter-organizational Issues, Retailing, Business to-Business Marketing, and Marketing Research from the American Marketing Association and other professional organizations, including the Paul D. Converse Award. Other awards that he has received include the Donald R. Lehmann Award, MSI/Paul H. Root Award, Harold H. Maynard Award, Davidson Award, the Sheth Foundation/Journal of Marketing for the Best Paper Award for contributing a Longterm Impact in marketing, the Robert Buzzell Award from the Marketing Science Institute, and the Gary L. Lilien ISMS-MSI Practice Prize Award. He has published over 200 articles in many scholarly journals in marketing including the Harvard Business Review, Sloan Management Review, Journal of Marketing, Journal of Marketing Research, Marketing Science, and Management Science, and Operations Research. His books include Managing Customers for Profit, Customer Relationship Management (CRM), Customer Lifetime Value, Marketing Research, Statistical Methods in CRM, and International Marketing Research. He has won several awards for his research publications in scholarly journals. He has also had the privilege and the honor of being named as the Editor-in-Chief of the Journal of Marketing, the number-one-ranked academic journal in the field of marketing.Dr Kumar teaches a variety of courses including Database Marketing, e-Marketing, Customer Relationship Management, New Product Management, Marketing Models, International Marketing Strategy, International Marketing Research, and Multivariate Methods in Business. He has spent a significant amount of time living and traveling around the world and has taught in MBA programs in Australia, France, India, Spain, Holland, and Hong Kong. He has lectured extensively on marketing-related topics at various universities in the United States, France, Spain, Germany, China, Israel, the Netherlands, Finland, Belgium, the United Kingdom, Sweden, Australia, Brazil, Turkey, Mexico, India, and South Africa. He has also conducted numerous executive development seminars in North America, South America, Europe, Asia, Africa, and Australia.Dr Kumar spends his free time visiting business leaders to identify challenging problems to solve. He plays tennis and basketball to relieve his stress arising out of being in academics. Finally, Dr Kumar has been chosen as a Legend in Marketing where his work is being published in a 10- volume encyclopedia with commentaries from scholars worldwide.
More information about Dr Kumar s involvement in teaching and research is available at www.drvkumar.com. He can be reached at the following e-mail address: vk@gsu.edu
Most helpful customer reviews
1 of 1 people found the following review helpful.
Requires Vast Knowledge of Statistics
By Jaddis
I tested out of statistics, so I figured I was ok to take a class in Marketing Research. I might have been with another text book. This book assumes you have more experience in statistics than I saw on the test or in any of the elementary statistics books I studied - I was really quite lost during the sections using statistics. Otherwise, the book was ok. I liked the (generally) short chapter length, even if it meant I had to read more chapters each week than for other classes.
0 of 0 people found the following review helpful.
Good information. A little dry to read
By John M Kelly
Good information. A little dry to read. I got the Kindle version on my iPad mini it was hard to navigate back and forth. A little easier on my desktop screen.
0 of 0 people found the following review helpful.
Five Stars
By amber cortez
Great condition
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