Naresh Malhotra
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Essentials of Marketing Research A Hands-On Orientation
Essentials of Marketing Research – A Practical Guide to Informed Decision-Making
Summary of the Book:
Essentials of Marketing Research: A Hands-On Orientation by Naresh K. Malhotra is a comprehensive yet accessible introduction to the principles and application of marketing research. Tailored for students and early professionals, the book balances theoretical foundations with practical execution. It emphasizes a clear, structured approach to designing and conducting marketing research that supports sound business decisions. The content covers both qualitative and quantitative research techniques, illustrating each with up-to-date European and international examples to reflect real-world challenges. The book walks readers through the entire process—from framing the right research questions to collecting and analyzing data, and finally, to presenting actionable insights.
165,00 EGP -
Marketing Research An Applied Orientation
Marketing Research: Real-World Insights That Drive Business Decisions
Summary of the Book:
Marketing Research An Applied Orientation by Naresh K. Malhotra is a definitive guide for students, researchers, and professionals seeking to understand how to conduct and apply marketing research in real-world scenarios. Known for its balanced and comprehensive coverage, this book bridges the gap between theory and practice by emphasizing both qualitative and quantitative research methods. With its applied orientation, the text provides actionable strategies for collecting, analyzing, and interpreting data to inform smart marketing decisions.
165,00 EGP