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Marketing Research
- A Concise Introduction
Engelsk
Bogcover for Marketing Research af Bonita Kolb, 9781526419279
Specifikationer
Sprog:
Engelsk
Sider:
328
ISBN-13:
9781526419279
Indbinding:
Paperback
ISBN-10:
1526419270
Udg. Dato:
30 nov 2017
Størrelse i cm:
23,2 x 18,6 x 1,9
Oplagsdato:
30 nov 2017
Forfatter(e):

Marketing Research

- A Concise Introduction
Engelsk
Paperback 2017
Format:

Bog beskrivelse
An introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time.

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. Suitable reading for students who are new to marketing research.

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Specifikationer
Sprog:
Engelsk
Sider:
328
ISBN-13:
9781526419279
Indbinding:
Paperback
ISBN-10:
1526419270
Udg. Dato:
30 nov 2017
Størrelse i cm:
23,2 x 18,6 x 1,9
Oplagsdato:
30 nov 2017
Forfatter(e):
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