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Marketing Research

Marketing Research
Marketing Research
The essence of successful and sustainable marketing practice is founded on an understanding of existing and potential consumers. As marketing has grown around this principle, so the subdiscipline—and industry—of marketing research has flourished. This four-volume collection in the Routledge Major Works series, Critical Perspectives on Business and Management, meets the need for an authoritative, up-to-date, and comprehensive reference work synthesizing its voluminous literature. Indeed, the sheer scale of the growth in related research output—and the breadth of the field—makes this collection especially timely and welcome. Marketing Research provides the most comprehensive collection of classic and contemporary contributions on the subject to date. It facilitates ready access to the most influential and important works across the field, combining theoretical and practical perspectives to encourage a broader appreciation of marketing research and the mutual influences within it.

Drawing on expertise garnered in both the academy and in practice, Marketing Research has been co-edited by David Birks, a leading scholar in the field (and co-author of the Europe’s most successful marketing research textbook, now in its third edition), and Tim Macer, an international marketing research consultant and commentator. The collection is fully indexed and has a comprehensive introduction, newly written by the editors, which places the material in its historical and intellectual context. It is an essential work of reference and is destined to be valued by scholars and students—as well as practitioners in the field—as a vital one-stop research resource.
041544912X
Routledge
Birks, David F.
affd0eaf-8fe4-4c5a-a378-99e03a28ee10
Macer, Tim
26a16a0b-5a72-4a24-8df5-5951167aec60
Birks, David F.
affd0eaf-8fe4-4c5a-a378-99e03a28ee10
Macer, Tim
26a16a0b-5a72-4a24-8df5-5951167aec60

Birks, David F. and Macer, Tim (eds.) (2008) Marketing Research (Critical Perspectives on Business and Management), Abingdon, GB. Routledge, 2480pp.

Record type: Book

Abstract

The essence of successful and sustainable marketing practice is founded on an understanding of existing and potential consumers. As marketing has grown around this principle, so the subdiscipline—and industry—of marketing research has flourished. This four-volume collection in the Routledge Major Works series, Critical Perspectives on Business and Management, meets the need for an authoritative, up-to-date, and comprehensive reference work synthesizing its voluminous literature. Indeed, the sheer scale of the growth in related research output—and the breadth of the field—makes this collection especially timely and welcome. Marketing Research provides the most comprehensive collection of classic and contemporary contributions on the subject to date. It facilitates ready access to the most influential and important works across the field, combining theoretical and practical perspectives to encourage a broader appreciation of marketing research and the mutual influences within it.

Drawing on expertise garnered in both the academy and in practice, Marketing Research has been co-edited by David Birks, a leading scholar in the field (and co-author of the Europe’s most successful marketing research textbook, now in its third edition), and Tim Macer, an international marketing research consultant and commentator. The collection is fully indexed and has a comprehensive introduction, newly written by the editors, which places the material in its historical and intellectual context. It is an essential work of reference and is destined to be valued by scholars and students—as well as practitioners in the field—as a vital one-stop research resource.

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More information

Published date: 10 December 2008

Identifiers

Local EPrints ID: 148009
URI: https://eprints.soton.ac.uk/id/eprint/148009
ISBN: 041544912X
PURE UUID: d431a34a-a572-4a12-b230-03d0fde2910f

Catalogue record

Date deposited: 13 May 2011 13:38
Last modified: 18 Jul 2017 19:33

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Contributors

Editor: David F. Birks
Editor: Tim Macer

University divisions

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