Articles liés à Marketing Research

Marketing Research - Couverture rigide

Aaker, David A.; Day, George S.; Kumar, V.

 
9780471363408: Marketing Research
Couverture rigide
ISBN 10 : 0471363405 ISBN 13 : 9780471363408
Editeur : John Wiley and Sons (WIE), 2000

Synopsis

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).

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

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).

Biographie de l'auteur

David A. Aaker, University of California;
V. Kumar, University of Houston;
George S. Day, University of Pennsylvania

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
John Wiley and Sons (WIE)
Date d'édition
2000
Langue
anglais
ISBN 10 
0471363405
ISBN 13 
9780471363408
Reliure
Relié
Nombre de pages
768
Coordonnées du fabricant
non disponible
Personne responsable
non disponible