The Rise of Marketing and Market Research

The Rise of Marketing and Market Research

by H. Berghoff, P. Scranton, U. Spiekermann

312 pages· 2012· ISBN 9781137071286
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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.

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