This volume 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 and operational decisions, and contributing to sustainable competitive advantage.
The authors integrate theoretical foundations with practical applications, guiding the reader through the complexities of research design, data collection, and the interpretation of market phenomena. With attention to both traditional methodologies and the evolving landscape shaped by digital tech-nologies, Marketing Research provides a multidisciplinary framework grounded in the social scienc-es, combining rigor with managerial relevance.
Intended for students, scholars, and practitioners, the book serves as both an instructional resource and a reflective guide on the epistemological, methodological, and organizational dimensions of marketing research.