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Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy. The Essentials of Marketing Research guides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics, including: Secondary research and data mining Internet marketing research Qualitative and exploratory research Statistical analysis Marketing research ethics With learning objectives at the beginning of each chapter, a host of cases and a comprehensive companion website, this book offers a range of tools to help students develop and test their research and analytical skills.
| Autorius: | Lawrence Silver, Robert E. Stevens, Bruce Wrenn, |
| Leidėjas: | Routledge |
| Išleidimo metai: | 2012 |
| Knygos puslapių skaičius: | 376 |
| ISBN-10: | 041589929X |
| ISBN-13: | 9780415899291 |
| Formatas: | 260 x 183 x 25 mm. Knyga kietu viršeliu |
| Kalba: | Anglų |
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