Marketing Research for ManagersRoutledge, 25 Ιουν 2012 - 392 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 |
Περιεχόμενα
| 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 |
| 361 | |
Άλλες εκδόσεις - Προβολή όλων
Συχνά εμφανιζόμενοι όροι και φράσεις
advertising agency analysis answers applied approach appropriate areas asked attitude brand brief Business-to-business buying carried cent Chapter collected companies complete consumer cost countries covered Customer Customer satisfaction decision discussed Drinks E-mail effective example experience factors fieldwork Figure findings give given Guide identify important increase indicate individual industrial interest Internet interviewer Introduction involved London major manager marketing research means measure Media method objectives offers omnibus organization particular population possible practice present problem procedure Public questionnaire questions random range reason relevant representative research agency research surveys respondents retail sample selected social sources specific stage statistical suggest survey techniques telephone Trade usually variables views Website