The Rise of Marketing and Market Research

Author(s): 
Berghoff, Hartmut
Author(s): 
Scranton, Philip
Author(s): 
Spiekermann, Uwe
ISBN: 
9780230341067
Date published: 
November 2012
Hardback
Price: 
£55.00

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.