"Essentials of Marketing Research" concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' ye[...]

For graduate and upper-level undergraduate marketing research courses.

For over 30 years, this text has provided students with the information they need to understand and apply multivariate data analysis.

Hair et. al provides an applications-oriented introduction to multivariate analy[...]

Covers the basic topics in sales management while emphasizing customer loyalty, customer relationship management, and the effects of technology on the sales function. This text reflects the trends and is designed to prepare students for the additional management responsibilities they are likely to e[...]

Delivers the best coverage of key marketing topics. This book focuses on examples and applications that ensure students not only understand marketing concepts, but also know how to effectively apply them to real-world practice. It illustrates key marketing concepts and showcases the customer experie[...]

PLS-SEM is evolving as a statistical modeling technique and its use has increased exponentially in recent years within a variety of disciplines, due to the recognition that PLS-SEM's distinctive methodological features make it a viable alternative to the more popular covariance-based SEM approach. T[...]