The book offers a comprehensive and structured exploration of marketing research within the broader context of the marketing intelligence system. It examines the role of research as a critical component in building marketing knowledge, supporting strategic marketing decisions and contributing to sustainable competitive advantage.
Marketing Research. Methods and Techniques for Strategic Marketing Decisions
Troilo, Gabriele;Molteni, Luca
2025
Abstract
The book offers a comprehensive and structured exploration of marketing research within the broader context of the marketing intelligence system. It examines the role of research as a critical component in building marketing knowledge, supporting strategic marketing decisions and contributing to sustainable competitive advantage.
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