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Qualitative Marketing Research
- Understanding Consumer Behaviour
Engelsk
Bogcover for Qualitative Marketing Research af Dominika Maison, 9781138607767
Specifikationer
Sprog:
Engelsk
Sider:
246
ISBN-13:
9781138607767
Indbinding:
Paperback
ISBN-10:
1138607762
Udg. Dato:
15 okt 2018
Størrelse i cm:
17,4 x 24,6 x 1,5
Oplagsdato:
15 okt 2018
Forfatter(e):

Qualitative Marketing Research

- Understanding Consumer Behaviour
Engelsk
Paperback 2018
Format:

Bog beskrivelse

This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader context of marketing and managerial decisions, consumer psychology and contemporary knowledge about unconscious and automatic processes. Different types of qualitative marketing research methods are examined, from the classic focus group interview (FGI) and individual in-depth interview (IDI), to more cutting-edge methods such as ethnography or bulletin boards, which enable marketing researchers to discover and understand real consumer motivations, needs, values, and attitudes.

With numerous international case studies, including PepsiCo, Unilever, Danone, Nestle, Aviva and Citibank, the book is uniquely practical in its approach. It is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology.

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Specifikationer
Sprog:
Engelsk
Sider:
246
ISBN-13:
9781138607767
Indbinding:
Paperback
ISBN-10:
1138607762
Udg. Dato:
15 okt 2018
Størrelse i cm:
17,4 x 24,6 x 1,5
Oplagsdato:
15 okt 2018
Forfatter(e):
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