B216 MK03_PreClass Reading_20171019.docx

B216 MK03_PreClass Reading_20171019.docx - B216 Marketing...

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B216 Marketing PBL PROBLEM PRE-CLASS READING Title of Problem: Capturing the moment in its entirety! Module: B216 - Marketing Enclosed are the materials which you are expected to read in preparation of the lesson for week 03 Text 1. Kotler, P., Armstrong, G., Ang, S.H., Leong, S.M., Tan, C.T., & Yan, O. (2009). Marketing Research. Principles of Marketing: A Global Perspective. [pp. 90-99]. South Asia: Pearson Education 2. Kotler, P., & Armstrong, G. (2012), Managing Marketing Information to Gain Customer Insights, Principles of Marketing (14th ed.)[pp. 120-155]. Singapore: Pearson Websites 3. New Market Research Methods and Techniques (2013). Retrieved on September 5, 2017, from mymarketresearchmethods website : - techniques/ Note: There are several online data collection tools where you can learn and use the
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  • Fall '13
  • Marketing, Quantitative marketing research, data collection tools, B216 Marketing, new market research

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