Shyamal Ghose, Foreword By R. Gopalkrishnan
Title The Practice of Marketing: Science or Superstition?
Book Condition New
Edition First Edition
Size 7.75 x 5.25 Inches
Publisher New Delhi, India Roli Books 2005
8174363432 / 9788174363435
Seller ID 009625
This book offers a comprehensive introduction to the methodology and applications of marketing models, starting with building blocks for models. This is then followed by the design of measurement instruments for the model and field experiments, and then the art (and science!) of drawing conclusions from the field studies. All this is achieved in a cohesive and concise manner with the overall strategy providing the link between these sections. A ‘how-to” book that is not burdened by indecipherable theory, it is also extremely easy to read with short, distinct chapters. In short, a must-read for marketing practitioners who believe there is more to marketing than ‘gut feel’!! Printed Pages: 276.