n International Retail and Marketing Review - Marketing Research, A. Berndt and D. Petzer (Eds.) : book review
|Article Title||Marketing Research, A. Berndt and D. Petzer (Eds.) : book review|
|© Publisher:||MC Cant|
|Journal||International Retail and Marketing Review|
|Affiliations||1 University of South Africa|
|Publication Date||Jan 2011|
Research is important because it contributes to knowledge generation, which benefits a nation's wealth creation ability. Furthermore, in a marketing context it will ensure that the organisation provides the products and services that their customers desire, at a reasonable return for their shareholders and satisfaction to their community. This should ultimately lead to satisfied stakeholders. Marketing Research, edited by Adele Berndt and Danie Petzer (2011) is a peer reviewed marketing research text which is published by Heinemann.
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