4. Much can go wrong in marketing research and often does. Becoming an informed and critical user...
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4. Much can go wrong in marketing research and often does. Becoming an informed and critical user of marketing research is an essential skill for anyone who seeks to contribute to strategic decision making. Tools for obtaining this skill are presented in this chapter.
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Related Book For 
Marketing Management A Strategic Decision Making Approach
ISBN: 9780073381169
7th Edition
Authors: John Mullins, Orville Walker, Harper Boyd, Jr.
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