Marketing Research, International Student Version
(Sprache: Englisch)
Marketing Research offers the best approach toward communicating the intricacies of this field and its usefulness to the marketing organization. "Macro-micro-macro" in design, and fitting for students in the intermediate or advanced courses, this...
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Marketing Research offers the best approach toward communicating the intricacies of this field and its usefulness to the marketing organization. "Macro-micro-macro" in design, and fitting for students in the intermediate or advanced courses, this highly-regarded text focuses on market intelligence, strategy, theory, and application. The new tenth edition retains its coverage of the most advanced and current marketing research methodologies and points out their limitations, as well their potential for enhancing research results. It also brings to the forefront the relevance of marketing intelligence, the power of the Internet in marketing research applications, and much more.
Klappentext zu „Marketing Research, International Student Version “
Marketing Research offers the best approach toward communicating the intricacies of this field and its usefulness to the marketing organization. "Macro-micro-macro" in design, and fitting for students in the intermediate or advanced courses, this highly-regarded text focuses on market intelligence, strategy, theory, and application. The new tenth edition retains its coverage of the most advanced and current marketing research methodologies and points out their limitations, as well their potential for enhancing research results. It also brings to the forefront the relevance of marketing intelligence, the power of the Internet in marketing research applications, and much more.
Marketing Research offers the best approach toward communicating the intricacies of this field and its usefulness to the marketing organization. "Macro-micro-macro" in design, and fitting for students in the intermediate or advanced courses, this highly-regarded text focuses on market intelligence, strategy, theory, and application. The new tenth edition retains its coverage of the most advanced and current marketing research methodologies and points out their limitations, as well their potential for enhancing research results. It also brings to the forefront the relevance of marketing intelligence, the power of the Internet in marketing research applications, and much more.
Inhaltsverzeichnis zu „Marketing Research, International Student Version “
Chapter 1 A Decision-Making Perspective on Marketing IntelligenceChapter 2 Marketing Research in Practice
Chapter 3 The Marketing Research Process
Chapter 4 Research Design and Implementation
Chapter 5 Secondary Sources of Marketing Data
Chapter 6 Standardized Sources of Marketing Data
Chapter 7 Marketing Research on the Internet
Chapter 8 Information Collection: Qualitative and Observational Methods
Chapter 9 Information from Respondents: Issues in Data Collection
Chapter 10 Information from Respondents: Survey Methods
Chapter 11 Attitude Measurement
Chapter 12 Designing the Questionnaire
Chapter 13 Experimentation
Chapter 14 Sampling Fundamentals
Chapter 15 Sample Size and Statistical Theory
Chapter 16 Fundamentals of Data Analysis
Chapter 17 Hypothesis Testing: Basic Concepts and Tests of Associations
Chapter 18 Hypothesis Testing: Means and Proportions
Chapter 19 Correlation Analysis and Regression Analysis
Chapter 20 Discriminant and Canonical Analysis
Chapter 21 Factor andCluster Analysis
Chapter 22 Multidimensional Scaling and Conjoint Analysis
Chapter 23 Presenting the Results
Chapter 24 Traditional Applications: Product, Price, Distribution, and Promotion
Chapter 25 Contemporary Applications: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality Management
Chapter 26 Emerging Applications: Database Marketing, E-Commerce, Relationship Marketing, & Customer Intelligence
Autoren-Porträt von David A. Aaker, V. Kumar, George S. Day
David Aaker ist Mitgründer und Vice-Chairman von Prophet, einer weltweit tätigen Unternehmensberatung mit Schwerpunkt auf marken- und marketingstrategischen Fragestellungen, und emeritierter Professor für Marketingstrategie der Berkeley-Haas School of Business. Er veröffentlichte über 100 Artikel sowie 15 Bücher, die weit über eine Million Mal verkauft wurden. Als anerkannte Autorität auf dem Gebiet der Markenstrategie ist er ein weltweit aktiver und gefragter Vortragsredner und Berater.
Bibliographische Angaben
- Autoren: David A. Aaker , V. Kumar , George S. Day
- 2010, 10th Ed., Maße: 20,3 x 2,7 cm, Kartoniert (TB), Englisch
- Verlag: Wiley & Sons
- ISBN-10: 0470524618
- ISBN-13: 9780470524619
Sprache:
Englisch
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