Marketing research an aid to decision making Alan Shao.
Detalles de publicación: Cincinnati, Ohio South-Western London International Thomson 2001.Edición: 2nd edDescripción: 624 p. 28 cmISBN:- 0324074506
- 658.83 S5289m2 21
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| Libro | Biblioteca Encarnación Valdés Colección General bev | 658.83 S5289m2 (Navegar estantería(Abre debajo)) | Disponible | 80000002186586 |
Descripciones mejoradas de Syndetics:
How does marketing research affect your daily life? With Marketing Research: An Aid to Decision Making, readers find out how marketing research processes and results lead to the marketing decisions that impact their daily lives. This book also teaches readers about the important issues and methods involved in conducting marketing research, and then using the findings to manipulate the marketing mix to meet customer needs. Reviews of statistics and key marketing concepts help users brush up on the basics as they learn more about the marketing research tools and uses. A strong Internet focus keeps readers in touch with the latest marketing research technologies. Readers also learn how to effectively use the Internet to gather market research data more quickly and efficiently.
Tabla de contenidos provista por Syndetics
- Chapter 1 Marketing Research: Initial Questions
- 1-1 Why Study Marketing Research?
- 1-2 Who Does Marketing Research?
- 1-3 Who Uses Marketing Research?
- 1-4 Do Marketing Researchers Have an Ethical Responsibility?
- 1-5 What Job Opportunities Exist in Marketing Research?
- Chapter 2 Marketing Research Process and Problem Identification
- 2-1 Steps of the Marketing Research Process
- 2-2 The Marketing Research Process in Global Markets
- 2-3 Optimal Results from the Marketing Research Process
- Chapter 3 Marketing Research and Information Technology
- 3-1 Changing Information into Knowledge
- 3-2 Information Systems
- 3-3 Databases
- 3-4 Data Warehousing
- 3-5 Data Mining
- 3-6 Collecting Data via the Internet