Marketing Research: An Applied Orientation - Couverture rigide

Malhotra, Naresh K.

Couverture rigide

ISBN 10 : 0131257331 ISBN 13 : 9780131257337

Editeur : Pearson, 1996

Synopsis

Marketing Research: An Applied Orientation presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of marketing research users, the Second Edition reflects current trends in international marketing, ethics, and the integration of microcomputers and mainframes. It strives to build on the enormous success of the first edition by being even more current, contemporary, illustrative and user-friendly.

A propos du livre

Quatrième de couverture

�??This textbook has several strengths. The first one is that it is the most comprehensive and stringent textbook in marketing research that I have encountered. The students that have used the text agree upon that it is a comprehensive and pedagogically sophisticated text that is a great guide when it comes to thesis writing and reporting.�?? John Larsson, Jonkoping International Business School, Sweden

Written for students studying market research at both undergraduate and postgraduate levels, Marketing Research: An Applied Approach provides a comprehensive and authoritative commentary on this increasingly important subject.

Updates to this revision include:

• New Preface and new chapter on business-to-business (b2b) marketing.
• A CD-Rom containing valuable SNAP and XSight software to enhance your understanding of marketing research.
• Option at www.pearsoned.co.uk/malhotra_euro to match nine full Harvard Business School case studies, complete with teaching notes and accompanying questions to the text.

Dr Naresh K. Malhotra is Regents�?? Professor, DuPree College of Management, Georgia Institute of Technology.  In addition to teaching marketing research he has consulted for business, non-profit and government organisations in the United States and around the world.

Dr David F. Birks is the Projects Manager and Senior Lecturer in Marketing at the Institute for Entrepreneurship, School of Management, University of Southampton. In addition to teaching marketing research and management research he has conducted research on behalf of a wide range of business, non-profit and social ventures in the UK and Europe.

�??The entire text is very clearly structured and takes students very logically through the approaches, concepts, techniques and methods of analysis required for effective marketing research.�??

Malcolm Kirkup, University of Birmingham Business School

�??The strengths of the book lie in its extremely thorough and comprehensive coverage of techniques. For this, it is an excellent reference book. The use of numerous examples is also an excellent feature, as are the summary sections and references provided. I would not single out any particular chapter or section as especially strong: the quality is consistent throughout.�??

David Bennison, Manchester Metropolitan University

 

Quatrième de couverture

'Any marketing student should have knowledge of this great version of Kotler??s classic Principles of Marketing book.' Even Lanseng, Norges Landbrukshogskole, Norway

Classic and authoritative, Principles of Marketing, Fourth European Edition remains on the cutting edge of contemporary marketing.

Kotler, Wong, Saunders and Armstrong have delivered a fresh, practical, managerial approach to the subject.  Top gurus in their field, the team brings to this new edition great features and content, which include:

• Rich topical examples and applications explain the major decisions marketing managers face
• Completely revised and updated Prelude Cases, Marketing Insights and Concluding Concept cases that reflect the growing influence of e-commerce
• Enhanced full colour adverts, tables and figures highlight key ideas and marketing strategies

'Principles of Marketing provides an excellent all-round introduction to the subject.' Deborah Anderson, Kingston University, UK

A comprehensive Companion Website, containing a wealth of teaching material for instructors and learning materials for students, is available at www.booksites.net/kotler.  Completely updated, this site boasts great additions, such as more case studies, more multiple choice questions, and sample answers to the questions from the Marketing in Practice DVD.

'Comprehensive and authoritative, but a pleasure to read ?? an uncommon combination!' Sveinn Eldon, Arcada Polytechnic, Finland

Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the J. L. Kellogg Graduate School of Management, Northwestern University.

Veronica Wong is Professor of Marketing and Head of the Marketing Group at Aston Business School.

John Saunders is Professor of Marketing, Head of Aston Business School and Pro-Vice Chancellor of Aston University.

Gary Armstrong is Professor and Chair of Marketing in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.

Détails de l'édition

• Éditeur: Pearson
• Date d'édition: 1996
• Langue: anglais
• ISBN 10: 0131257331
• ISBN 13: 9780131257337
• Reliure: Relié
• Numéro d'édition: 2
• Nombre de pages: 890
• Coordonnées du fabricant: non disponible
• Personne responsable: Riccardo Bacigalupo; riccardo.bacigalupo@sanoma.it; ; Sanoma Italia Via Arconati, 1 �; Milano; 20135; Italie