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The Essentials of Marketing Research的圖書 |
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The Essentials of Marketing Research 作者：Lawrence Silver,Robert E. Stevens,Bruce Wrenn,David L. Loudon 出版社：Taylor & Francis 出版日期：2012-11-12 語言：英文 |
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圖書名稱：The Essentials of Marketing Research
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.
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