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Market research has been present for decades as an activity that helps in business decision-making. Understanding and applying market research have become an important and serious component of business.
"Marketing Management" (12th edition, 2008) by Philip Kotler and Kevin Lane Keller is one of the most influential works in the field of marketing.
In this thorough and significantly expanded edition, four leading marketing researchers show exactly how to choose the right metrics for every challenge.
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