Marketing Research - Couverture souple

Aaker, David A.

Couverture souple

ISBN 10 : 0470524618 ISBN 13 : 9780470524619

Editeur : John Wiley & Sons Ltd, 2010

Synopsis

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.

A propos du livre

Quatrième de couverture

Transform a world of marketing data into strategic advantage In a world exploding with marketing data, there′s one text that keeps pace with the latest tools, applications, and developments in marketing research. Now in its Seventh Edition, Aaker, Kumar, and Day′s Marketing Research shows future managers and researchers when marketing research can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results. The authors take readers step by step through the entire marketing research process, describing the most advanced and current methodologies. Reflecting emerging trends and changes in the marketplace, this new edition has been completely revised, updated, and enhanced. New features include:
∗ Relevant and recent examples and citations
∗ Expanded coverage of e–commerce and database marketing
∗ New cases and problems, covering a wide range of products and organizations
∗ Marketing Research in Business sections in each chapter that focus on the real–world applications of marketing research
∗ Firm–specific and data–specific URLs connecting to the most recent information
∗ New coverage of the use of SPSS(r) in illustrating the data analysis
Now available with SPSS(r) software. This Seventh Edition can be packaged with SPSS(r) Student Version 9.0 (Set ISBN: 0–471–39564–1).

Quatrième de couverture

What is bad marketing research? What are the research alternatives? How do you interpret and apply the results? These are just a few of the questions this classic text answers! The authors first show both practicing and future managers and researchers where marketing research fits into the organization and how it fuels decision–making. Then they detail each element of the process in a way that helps to develop sound decision–making skills. Finally, they spotlight how marketing research is effectively applied in today’s businesses. Throughout, clear and current examples, applications, and illustrations bring the material into sharp focus! This exciting new edition features:

• A new focus on database marketing one of many Emerging Applications of Marketing Research treated in depth in a new chapter
• A new chapter on one of the exciting and high–interest new trends in the market Marketing Research on the Internet
• Coverage of the most recent developments in the field such as competitive advantage, brand equity, total quality management, and customer satisfaction.
• Thorough treatment of the most advanced and effective marketing research methodologies, including their limitations as well as their potential for enhancing research results

Détails de l'édition

• Éditeur: John Wiley & Sons Ltd
• Date d'édition: 2010
• ISBN 10: 0470524618
• ISBN 13: 9780470524619
• Reliure: Broché
• Langue: anglais
• Nombre de pages: 728
• Coordonnées du fabricant: non disponible