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Pocket
The Essentials of Marketing Research
Lawrence Silver • Robert E Stevens • Bruce Wrenn • David L Loudon
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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.
- Format: Pocket/Paperback
- ISBN: 9780415899284
- Språk: Engelska
- Antal sidor: 366
- Utgivningsdatum: 2012-10-18
- Förlag: Routledge