@book{20196,
	author = {Malhotra, Naresh K and Dávila Martínez, José Francisco Javier },
	title = {Investigacion de mercados  },
	publisher = {Pearson Educacion },
	year = {2004.},
	address = {México  },
	edition = {4a ed},
	note = {Incluye referencias bibliográficas e índice.}
}