Marketing Research
Marketing Research
The 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
The book is complemented by chapter specific lecturer PowerPoint slides, these can be accessed here.
Suitable reading for students who are new to marketing research.
PRP: 510.25 Lei
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459.23Lei
459.23Lei
510.25 LeiIndisponibil
Descrierea produsului
The 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
The book is complemented by chapter specific lecturer PowerPoint slides, these can be accessed here.
Suitable reading for students who are new to marketing research.
Detaliile produsului