Search results for ""author david f. birks""

The essence of successful and sustainable marketing practice is founded on an understanding of existing and potential consumers. As marketing has grown around this principle, so the subdisciplineand industryof marketing research has flourished. This new four-volume collection in the Routledge Major Works series, Critical Perspectives on Business and Management, meets the need for an authoritative, up-to-date, and comprehensive reference work synthesizing its voluminous literature. Indeed, the sheer scale of the growth in related research outputand the breadth of the fieldmakes this collection especially timely and welcome. Marketing Research provides the most comprehensive collection of classic and contemporary contributions on the subject to date. It facilitates ready access to the most influential and important works across the field, combining theoretical and practical perspectives to encourage a broader appreciation of marketing research and the mutual influences within

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