n International Retail and Marketing Review - Marketing Research, A. Berndt and D. Petzer (Eds.) : book review




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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