Test Bank for Marketing Research, 11th edition by David A. Aaker, V. Kumar, George S. Day and Robert P. Leone
This edition, while building on the online marketing research content, tracks recent developments in the area of relationship marketing. Specific importance has been given to the concepts of Customer Lifetime Value, Mobile Marketing, Social Marketing and Experiential Marketing. Together, these address the advancement of marketing research to the forefront of business strategies that involve the increased effort to win customers’ share of purchases.
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