市场调查方法第一章
LEARNING OUTCOMES
Explain why marketing research is essential to business successDefine marketing researchIdentify the difference between applied and basic researchExplain how marketing research is relevant to product, pricing, promotion, and distribution decisionsDiscuss how marketing research helps the firm develop and implement strategyIdentify the situations that call for market research and those that don’tDescribe how technology and internationalization are affecting the way rese ...