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3310 рубAdvanced Methods of Marketing Research
Richard P. Bagozzi
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1936 рубAgeless Marketing : Strategies for Reaching the Hearts and Minds of the New Customer Majority
David B. Wolfe, Robert Snyder Today's richest market is the New Customer Majority: middle-aged and older adults who make up the biggest percentage of the buying public. Never before have adults 40 years and older been in the majority. Understanding this population and persuasively selling to it require a new kind of marketing research arsenal. In Ageless Marketing, authors David Wolfe and Robert Snyder document the results of a groundbreaking research project on the aging boomer generation, detailing the corevalues, buying behaviors, and emotional factors that distinguish the New Customer Majority. As more companies seek sales from multiple age groups, "ageless marketing" becomes critical to financial performance. Companies that master its subtleties have realized amazing profits. New Balance, for example, saw an annual rate of 25 percent or more with its ageless marketing themes, even when the athletic shoe industry had shown no growth since 1997. Ageless Marketing introduces a new research...
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5064 рубAmerican Attitudes: Who Thinks What About the Issues That Shape Our Lives (American Consumer Series)
Susan Mitchell
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4792 рубAmerican Men: Who They Are & How They Live (American Consumer Series)
New Strategist Editors
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4397 рубAmerican Women: Who They Are & How They Live (American Consumer Series)
New Strategist Editors
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1819 рубAn Elephant Named Sustainability
Sanat Mohanty An Elephant Named Sustainability is written for the global citizen. In a very broad manner, it outlines the various components of sustainability and the interlinkages between these components. This is important so that the global citizen does not see sustainable living as recycling cans of beverages. The global citizen needs to be aware of various conflicts that are central to sustainability, how he/she is at the center of it and how that affects his/her life. The book aims to strengthen such a holistic awareness so that the citizen does not spend an hour a day recycling cans and 23 hours living unsustainably. It also provides a broad framework that can help the citizen understand and critique policies being formulated. Without making the theories too abstruse, this book integrates complex interlinkages and connects them to real situations.
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7033 рубAnalysis for Strategic Marketing
Vithala R. Rao, Joel H. Steckel
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74353 рубApplying Qualitative Methods to Marketing Management Research
Renate Buber, Johannes Gadner, Lyn Richards Qualitative research methodologies are gaining more and more acceptance. This book deals with the application of qualitative methods to marketing management research. It explains different ways of making and analyzing data with qualitative tools, and it describes the generation of results working for researchers as well as for practitioners in marketing management. Teachers and students in marketing and research methodology, as well as researchers and practitioners in marketing management will find useful material on research methods and case study research.
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4675 рубApplying Social Cognition To Consumer-focused Strategy (Advertising and Consumer Psychology)
Book DescriptionApplying Social Cognition to Consumer-Focused Strategy, a book in the Advertising and Consumer Psychology series sponsored by the Society for Consumer Psychology, focuses on the most important recent developments at the interface of social cognition and marketing, and develops integrative theoretical frameworks with rich practical implications. More specifically, the chapters offer a novel and thought-provoking perspective on consumer-focused strategy--or the effects of marketing stimuli and activities on an integrated system of consumer processes and responses. Divided into four parts, this book: *offers new perspectives on consumer information processing, selective or one sided information processing, and attribution theory; *discusses how asking questions in focus groups, surveys, and experiments leads consumers to create opinions that would not have occurred to them otherwise; *advances a new approach for modeling uncertainty and a new framework for...
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2818 рубAsking Questions : The Definitive Guide to Questionnaire Design -- For Market Research, Political Polls, and Social and Health Questionnaires
Norman M. Bradburn Book DescriptionSince it was first published more than twenty-five years ago, Asking Questions has become a classic guide for designing questionnaires?the most widely used method for collecting information about peoples attitudes and behavior. An essential tool for market researchers advertisers, pollsters, and social scientists, this thoroughly updated and definitive work combines time-proven techniques with the most current research, findings, and methods. The book presents a cognitive approach to questionnaire design and includes timely information on the Internet and electronic resources. Comprehensive and concise, Asking Questions can be used to design questionnaires for any subject area, whether administered by telephone, online, mail, in groups, or face-to-face. The book describes the design process from start to finish and is filled with illustrative examples from actual surveys.
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9536 рубBasic Marketing Research (with InfoTrac)
Gilbert A. Churchill, Tom J. Brown This best-selling introductory marketing research text has undergone a complete transition in the fifth edition, making it completely accessible to students while still retaining one of it's greatest features- it's level of relevant and important information. Take a look at this revised text and you'll see how we combined a true managerial and decision-making emphasis, with the most thorough explanation of what marketing research is, and how marketing research is done. This text will give your studentsa complete understanding of the modern practice of marketing research from the formulation of a question to the presentation of the results.
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7015 рубBasic Marketing Research : Using Microsoft Excel Data Analysis
Alvin C. Burns Book Description This book is targeted for those who need to learn the marketing research process and basic data analysis techniques. This is the first book on the market that offers a software add-in ( XL Data Analyst®) designed specifically to use the power of Excel for marketing research applications , a data analysis output that is exceptionally easy to understand. Basic descriptive statistics, differences through one-way ANOVA, cross-tabulation/Chi-square and Pearson Correlation, and simple and multiple regression are all comprehensively covered. Because it utilizes the popular Excel program, this is a must-use guide for all those involved in marketing research, statistical analysis, and report preparation.
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2058 рубBeing the Shopper: Understanding the Buyer's Choice
Phil Lempert Take a Tour Through the Mind of a Shopper "What?s my test of a book I?ve been asked to review? Pure selfishness. How intense are the underlinings? How many quotes can I add to my presentations? How often are the things I believe ?for sure? effectively challenged? Phil Lempert?s Being the Shopper is off the charts on all three counts. And not-so-incidentally, though Phil is a ?supermarket guru,? this book will inform anyone who markets anything." ?? Tom Peters, coauthor, In Search of Excellence "Being the Shopper is gourmet reading . . . a delicious and healthy resource for the smart shopper and forward-thinking marketer. Set your taste buds for Lempert?s cutting-edge insights and pragmatic advice on the one experience we all share!" ?? Chip Bell, author, Customer Love and Customers as Partners "Phil Lempert convinces me I?m something called a consumer. It seems I?m obtuse,...
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2412 рубBeyond "e": 12 Ways Technology is Transforming Sales & Marketing
Stephen Diorio The dizzying barrage of new marketing technologies is leading to confusion, the rule of “hype,” and bad marketing investments and decisions. Beyond "e" is designed to help sales and marketing executives look beyond current e-business fads to understand the fundamentals that will distinguish sales and marketing leaders in the future. The book provides a blueprint for using advances in technology—including but not limited to the Web—to get more marketing power for less money. Drawing on case studies from leading marketers such as IBM, Eastman Chemical, eBay, CitiGroup, GM, Dell and many others, author Stephen Diorio explains how sales and marketing leaders can: * Identify where technology can help them grow their businesses faster and get more mileage out of their sales and marketing dollars; * Develop an action plan to take action today and create competitive advantage tomorrow; * Anticipate the dramatic changes technology will bring to...
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3093 рубBeyond Listening: Learning the Secret Language of Focus Groups
Bonnie Goebert, Herma Rosenthal "In the dangerous jungle of consumer research, Bonnie Goebert is the ultimate guide. A few hours and the price of this book will quadruple your consumer research investment." —Melinda Davis Wingate, President, The Next Group "A lot of marketing books start with interesting points, then dissolve into a theoretical realm, but Bonnie Goeberts work is consistently rooted in real world experience. Her case study examples make this book very worthwhile for any professional who wants to get inside the head of the consumer." —Justin Harrington, Senior Partner, Account Services Bozell In Beyond Listening, focus group expert Bonnie Goebert explains how to interpret consumer response and turn that information into hard-core benefits for any size company. She presents case studies of her household-name clients, such as Excedrin, Tropicana, and DuPont, to illustrate how companies leverage consumer information to meet changing consumer needs and strengthen loyalty to...
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