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McGraw-Hill Book Company, New York, 1979. Illustrated boards hardcover, 9.5" x 7.5. Originally retailed at $100. Previous owner's name to ffep. Book in VERY GOOD condition. Cover protected under transparent covering, brown endpapers, 30 genuine case histories, tables, charts, index. A practical 'first book' for those with marketing research aspirations - presenting marketing research as a decision-making-oriented subject.