Marketing Research

av David A Aaker, V Kumar, Robert Leone, George S Day  (häftad, 2012)

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Marketing Research (häftad)

Fler böcker inom

  • Häftad (paperback)
  • Språk: Engelska
  • Antal sidor: 664
  • Utg.datum: 2012-12-04
  • Upplaga: 11 I.S.ed
  • Förlag: John Wiley & Sons Inc
  • Illustrationer: Illustrations.
  • Dimensioner: 253 x 205 x 27 mm
  • Vikt: 1176 g
  • Antal komponenter: 1
  • ISBN: 9781118321812

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Bloggat om Marketing Research

Innehållsförteckning

<p>PART I THE NATURE AND SCOPE OF MARKETING RESEARCH <p>CHAPTER 1 A Decision-Making Perspective on Marketing Intelligence, 1 <p>Learning Objectives, 1 <p>An Overview of Business Intelligence, 1 <p>Introduction to Marketing Intelligence, 3 <p>Marketing Research, 6 <p>Role of Marketing Research in Managerial Decision Making, 9 <p>Factors That Influence Marketing Research Decisions, 17 <p>Use of Marketing Research, 18 <p>Ethics in Marketing Research, 19 <p>The Respondent?s Ethics and Rights, 20 <p>International Marketing Research, 22 <p>Summary, 24 <p>Questions and Problems, 24 <p>End Notes, 24 <p>Case 1-1: Preteen Market?The Right Place to Be In for Cell Phone Providers?, 26 <p>Case 1-2: Best Buy on a Segmentation Spree, 26 <p>Case 1-3: Ethical Dilemmas in Marketing Research, 28 <p>CHAPTER 2 Marketing Research in Practice, 29 <p>Learning Objectives, 29 <p>Information System, Decision Support Systems, and Marketing Research, 30 <p>Marketing Decision Support Systems, 32 <p>Suppliers of Information, 36 <p>Criteria for Selecting External Suppliers, 41 <p>The International Marketing Research Industry, 41 <p>Career Opportunities in Marketing Research, 42 <p>Summary, 43 <p>Questions and Problems, 43 <p>End Notes, 44 <p>Appendix: Marketing Research Jobs, 44 <p>CHAPTER 3 The Marketing Research Process, 45 <p>Learning Objectives, 45 <p>Overview of the Marketing Research Process, 45 <p>The Preliminary Stages of the Marketing Research Process, 47 <p>Planning a New HMO, 56 <p>The International Marketing Research Process, 59 <p>Summary, 62 <p>Questions and Problems, 62 <p>End Notes, 63 <p>Appendix: The Value of Research Information Using Bayesian Decision Theory, 63 <p>Case 3-1: A VideOcart Test for Bestway Stores, 66 <p>Case 3-2: Sperry/MacLennan Architects and <p>Planners, 67 <p>Case 3-3: Philip Morris Enters Turkey, 70 <p>CHAPTER 4 Research Design and Implementation, 72 <p>Learning Objectives, 72 <p>Research Approach, 74 <p>Research Tactics and Implementation, 80 <p>Budgeting and Scheduling the Research Project, 82 <p>Research Proposal, 83 <p>Designing International Marketing Research, 86 <p>Issues in International Research Design, 87 <p>Summary, 89 <p>Questions and Problems, 90 <p>End Notes, 90 <p>Appendix: Errors in Research Design, 90 <p>SECTION A: SECONDARY AND EXPLORATORY RESEARCH <p>CHAPTER 5 Secondary Sources of Marketing <p>Data, 102 <p>Learning Objectives, 102 <p>Secondary Data, 102 <p>Uses of Secondary Data, 103 <p>Benefits of Secondary Data, 104 <p>Limitations of Secondary Data, 104 <p>Internal Sources of Secondary Data, 105 <p>External Sources of Secondary Data, 107 <p>Census Data, 112 <p>North American Industry Classification System, 114 <p>Appraising Secondary Sources, 115 <p>Applications of Secondary Data, 116 <p>Sources of Secondary Data for International Marketing Research, 119 <p>Problems Associated with Secondary Data in International Research, 120 <p>Applications of Secondary Data in International Research, 120 <p>Summary, 121 <p>Questions and Problems, 122 <p>End Notes, 122 <p>Case 5-1: Barkley Foods, 123 <p>Case 5-2: Dell in Latin America?, 124 <p>Case 5-3: Eddie Bauer: Strategize with Secondary Marketing Data, 124 <p>CHAPTER 6 Standardized Sources of Marketing Data, 126 <p>Learning Objectives, 126 <p>Retail Store Audits, 127 <p>Consumer Purchase Panels, 127 <p>Scanner Services and Single-Source Systems, 131 <p>Media-Related Standardiz

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