This step-by-step textbook shows students how to design, conduct, and interpret market research. Marketing research: text and cases covers the full range of this topic from the difference between strategic and tactical decisions to choosing the proper research design and on to advice on...

Starting an advanced project successfully -- Building the macro plan -- Building the detailed project plan -- Building the project team -- How to run the project on a day-to-day basis -- Monitoring and controlling the project -- Successfully shutting down the project -- Emergency actions