Essentials of Marketing Research - Couverture souple

Proctor, Tony

Couverture souple

ISBN 10 : 0273642006 ISBN 13 : 9780273642008

Editeur : Pearson Education Limited, 2000

Synopsis

Essentials of Marketing Research offers a concise introduction to all the major concepts within marketing research as well as discussing new developments within the field.Thoroughly revised and updated, this new second edition retains its focus upon the traditional approach to marketing research whilst offering good coverage of qualitative techniques and marketing decision systems.This new edition offers: ? increased coverage of media research, advertising, segmentation, branding, minitab and SPSS ? a new chapter focusing on the application of global marketing research? 16 new case studies covering a variety of business contexts including sports marketing, financial services, services marketing and many more!? innovative sections covering services, quality issues, internal marketing and electronic data collection.The text is ideal for both undergraduate and postgraduate courses in marketing research and is welcomed for its European approach to the subject

A propos du livre

Quatrième de couverture

Looking for a concise introduction to Marketing Research? Look no further. Tony Proctor’s Essentials of Marketing Research, 4e offers a streamlined, traditional introduction to all the major concepts of the field. He also discusses new developments, particularly in the areas of qualitative data analysis and marketing decisions support systems.

“The simplicity of Proctor’s book differentiates it from other offerings in the marketplace. Many of my overseas students really find it an easy book to access and its straightforward approach is the key here.” Nigel Culkin, The BusinessSchool, Universityof Hertfordshire

Ideal for undergraduates studying marketing research for the first time, MBA students, as well as anyone who seeks a basic understanding of the topic, Essentials of Marketing Research, 4e, strikes an excellent balance between different topics.

New to this Edition!

• New case studies
• Coverage of Internet databases and the use of the Internet
• Increased references to journal articles

 “There are many books on Marketing Research, but they rarely cover qualitative data analysis so well. This is one of the key reasons why I chose Proctor as an essential text. I could not manage without this chapter.” Dr. Jane Hemsley-Brown, Schoolof Management, Universityof Surrey

To access additional Learning Resources, including an Instructor’s Manual and Power Point Slides, visit www.pearsoned.co.uk/proctor.

Tony Proctor, MA, MPhil, Phd, DipM, has had many years experience in the marketing research industry and is Professor in Marketing at the Chester Business School. He also has authored several books and articles on marketing and management creativity.

 

Quatrième de couverture

ESSENTIALS OF MARKETING RESEARCH, 3RD EDITION

The third edition of Essentials of Marketing Research offers a concise introduction to all the major concepts as well as discussing new developments in the field of market research, whilst positioning it in the real world of marketing communications.

This edition includes:

• New chapter on electronic commerce
• New case studies
• Internet research and digital media
• Electronic tools for data collection
• Effectiveness of marketing research
• Evaluating research

This text is ideal for undergraduates studying marketing research for the first time as well as anyone who seeks a basic understanding of this topic.

Tony Proctor, MA, MPhil, PhD, DipM, has had ten years experience in the industry and is Visiting Professor in Marketing at the Chester Business School. He also contributes to several postgraduate masters and doctoral level programmes in management and business at universities in the UK and has authored several books and articles on marketing and management creativity.

Détails de l'édition

• Éditeur: Pearson Education Limited
• Date d'édition: 2000
• Langue: anglais
• ISBN 10: 0273642006
• ISBN 13: 9780273642008
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 480
• Coordonnées du fabricant: non disponible
• Personne responsable: Pearson; riccardo.bacigalupo@sanoma.it; ; Sanoma Italia Via Arconati, 1 �; Milano; Italie