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Marketing Research  

Last Updated: Nov 15, 2012 URL: http://libguides.stanford.edu/marketing-research Print Guide RSS UpdatesEmail Alerts

General Resources Print Page
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About this Guide

This guide is designed to offer students enrolled in marketing courses at the Graduate School of Business additional resources to enhance their understanding of marketing issues. 

Use the tabs above to recommended research databases, books and web resources.

Marketing Web Resources

 

Books

Cover Art
Strategic Market Management
by David A. Aaker
Uses a variety of concepts and methods such as strategic questions, portfolio models, and scenario analysis.
Find it @ Business Library

Cover Art
A Framework for Marketing Management
by Philip Kotler, Kevin Lane Keller
Covers brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, segmentation, etc.
Fine it @ Business Library

Cover Art
Analysis for Marketing Planning
by Donald R. Lehmann, Russell S. Winer
Focused on the analysis needed for sound Marketing decisions. Structured around the core marketing document -- the Marketing Plan.
Find it @ Business Library

Cover Art
The Market Research Toolbox
by Edward F. McQuarrie
Overview of market research for managers and others who seek an understanding of the subject. . . .The choice of tools reflects current trends and includes business-to-business as well as consumer applications.
Find it @ Business Library

 

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[photo - Jan Driscoll]

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