The Rise of Marketing and Market Research
| By: | H. Berghoff |
| Publisher: | Springer Nature |
| Print ISBN: | 9780230341067 |
| eText ISBN: | 9781137071286 |
| Edition: | 0 |
| Copyright: | 2012 |
| Format: | Page Fidelity |
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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.