Investigación De Mercados - 8ª Edición (+ CD Con SPSS) (ECONOMIA) - Softcover

Del investigador de mercados de tiempo completo (Gates) y el fundador de la catedra de esta disciplina en el campus de Arlington de la Universidad de Texas (McDaniel), logra que se comprenda a fondo los aspectos de esta rama del marketing, en gran parte gracias a que desmitifica sus aspectos mas tecnicos.

Carl McDaniel is professor emeritus in service at the University of Texas-Arlington. He currently holds courses for the executive MBA program on the Fort Worth campus and in China. He was the chairman of the marketing department at UTA for 32 years. McDaniel's career spanned more than 40 years, during which he was the recipient of several awards for outstanding teaching. McDaniel has also been a district sales manager for Southwestern Bell Telephone Company and served as a board member of the North Texas Higher Education Authority, a billion-dollar financial institution. In addition to MKTG, McDaniel has written and co-authored over 50 textbooks in marketing and business. McDaniel's research has appeared in such publications as the Journal of Marketing, Journal of Business Research, Journal of the Academy of Marketing Science, and California Management Review. McDaniel is a member of the American Marketing Association. In addition to his academic experience, McDaniel has business experience as the co-owner of a marketing research firm. McDaniel has also served as senior consultant to the International Trade Centre (ITC), Geneva, Switzerland. The ITC's mission is to help developing nations increase their exports. He has a bachelor's degree from the University of Arkansas and his master's degree and doctorate from Arizona State University. Roger Gates is President and CEO of an Arlington, Texas marketing research firm, DSS Research, which employs over 100 people and maintains a client list of the nation's leading healthcare and high technology firms. Formerly a professor at the University of Texas at Arlington, Gates holds a PhD from the University of Florida and has written over 100 journal articles and technical papers for such leading publications as the Journal of Marketing Research, the Journal of Data Collection, Applied Marketing Research, the Journal of Business Research, the Journal of Advertising Research, the Journal of Business Communication, and the Journal of Healthcare Marketing among others. For more information about Gates and his firm visit www.dssresearch.com.