Business Administration Faculty Publications

Title

Basic Marketing Research

Document Type

Contribution to Book

Publication Date

2006

Keywords

Marketing, research

Comments

Authored the following sections in Basic Marketing Research, 6th ed., by Gilbert A. Churchill, Jr., and Tom J. Brown (Thomson/Southwestern):

Textbook introduction

64 sidebars called The Manager's Focus (2-6 per chapter, ranging in length from one paragraph to one page)

5 case studies and corresponding instructor's notes

Annotated, class discussion-oriented PowerPoint slideshows for each chapter

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