Marketing Research for Managers

Εξώφυλλο
Routledge, 2003 - 372 σελίδες
The purpose of Marketing Research for Managers is to enable managers to become more informed research users and buyers. The more managers know about how marketing research works, the more effective they can be in using it as a management tool.

This new edition of the text includes:

* The development of the "knowledge economy"
* Analysis of customer relationship management
* Comprehensive discussion of electronic techniques
* New and updated case studies and examples

* Highly practical and informative
* New material which highlights the impact of new technology
* New case studies and examples
 

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Περιεχόμενα

1 Introducing marketing research
1
2 Getting started
13
3 Marketing research begins at home
25
4 Offthepeg research
39
5 Madetomeasure research
107
6 How are the data collected?
121
7 Who provides the information?
147
8 How do you ask the questions?
169
11 How do you buy good research?
243
12 Using research in experiments
269
13 Using research in businesstobusiness and industrial markets
281
14 Using research in online markets
289
15 Using research in international markets
309
16 Using research in marketing decision making
327
17 Where do you go from here?
351
Index
361

9 Who asks the questions?
195
10 What happens to the answers?
219

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