The Rise of Marketing and Market Research

by Hartmut Berghoff

Book Overview

This volume serves up a combination of broad questions, theoretical approaches, and manifold case studies to explore how people have sought to understand markets and thereby reduce risk, whether they have approached this challenge with a practical view based on their own business acumen or used the tools of scholarship.

• Format: Paperback
• Language: English
• ISBN: 1349343889
• ISBN13: 9781349343881
• Release Date: October 2012
• Publisher: Palgrave MacMillan
• Length: 312 Pages
• Weight: 0.83 lbs.
• Dimensions: 0.7" x 5.5" x 8.5"