Articles liés à Marketing Research: A Concise Introduction

Marketing Research: A Concise Introduction - Couverture souple

Kolb, Bonita

 
9781526419279: Marketing Research: A Concise Introduction
Couverture souple
ISBN 10 : 1526419270 ISBN 13 : 9781526419279
Editeur : SAGE Publications Ltd, 2017

Synopsis

This is an introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time. 

The new Second Edition presents a balanced mix of qualitative and quantitative methods, reflecting contemporary trends. This includes a new chapter on netnography and new and increased coverage of the digital aspects of marketing research and the impact of social media and the online environment.

The book includes exercises and activities within the chapters that can be used in class. Along with a collection of new international case studies, including:

  • Europe - Renault (France), Miele (Germany) & Online grocery markets in France and Germany.
  • Africa - The Robben Island Museum in Cape Town, South Africa, Vergenoegd Wine Estate in South Africa, text message surveying in Kenya
  • Australia - Campos Coffee
  • Asia - Uber and social media usage in India; Cinemas and confectionary markets in China; Coffee culture in South Korea

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

À propos de l'auteur

Dr. Bonita Kolb has taught marketing to undergraduate and graduate students in both the US and Europe. Now a Professor Emeritus at Lycoming College, she continues to write and research on issues related to tourism. A resident of Nashville, Tennessee in the US, she is involved in promoting tourism and studying its economic effects.

À propos de la quatrième de couverture

An introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time.

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

Éditeur
SAGE Publications Ltd
Date d'édition
2017
Langue
anglais
ISBN 10 
1526419270
ISBN 13 
9781526419279
Reliure
Broché
Numéro d'édition
2
Nombre de pages
311
Coordonnées du fabricant
non disponible
Personne responsable
gpsr@libri.de
gpsr@libri.de

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