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Marketing research. / David A. Aaker, V. Kumar, George S. Day.

By: Contributor(s): Material type: TextTextPublication details: Hoboken, N.J. : Wiley ; Chichester : John Wiley [distributor], 2009.Edition: 10th edDescription: 800 pISBN:
  • 9780470317259 (hbk.) :
  • 9780470524619
Subject(s): DDC classification:
  • 658.83 AAK
LOC classification:
  • HF5415.2 .A14 2009
Contents:
1.A decision-making perspective on marketing intelligence -- 2.Marketing research in practice -- 3.The marketing research process -- 4.Research design and implementation -- 5.Secondary sources of marketing data -- 6.Standardized sources of marketing data -- 7.Marketing research on the Internet -- 8.Information collection: qualitative and observational methods - 9.Information from respondents: issues in data collection -- 10.Information from respondents: survey methods -- 11.Attitude measurement -- 12.Designing the questionnaire -- 13.Experimentation -- 14.Sampling fundamentals -- 16.Fundamentals of data analysis -- 17.Hypothesis testing: basic concepts and tests of associations -- 18.Hypothesis testing: means and proportions -- 19.Correlation analysis and regression analysis -- 20.Discriminant and canonical analysis -- 21.Factor and cluster analysis -- 22.Multidimensional caling and conjoint analysis -- 23.Presenting the results -- 24.Traditional applications: product, price, distribution, and promtion -- 25.Contemporary applications: competititve advantage, brand equity, customer satisfaction, and total quality management -- 26.Emerging applications: database marketing, e-commerce, mobile marketing, social marketing -- experiential marketing, relationship marketing and customer intelligence.
Summary: Highlighting the relevance of marketing intelligence and the power of the Internet in marketing research applications, this book focuses on recent trends in marketing intelligence and explains how various functions are linked to each other in a way that ensures efficient management of the customer-firm relationship.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.83 AAK (Browse shelf(Opens below)) 1 Available 00214181

Previous ed.: 2007.

Includes index.

Includes bibliographical references and index.

1.A decision-making perspective on marketing intelligence -- 2.Marketing research in practice -- 3.The marketing research process -- 4.Research design and implementation -- 5.Secondary sources of marketing data -- 6.Standardized sources of marketing data -- 7.Marketing research on the Internet -- 8.Information collection: qualitative and observational methods - 9.Information from respondents: issues in data collection -- 10.Information from respondents: survey methods -- 11.Attitude measurement -- 12.Designing the questionnaire -- 13.Experimentation -- 14.Sampling fundamentals -- 16.Fundamentals of data analysis -- 17.Hypothesis testing: basic concepts and tests of associations -- 18.Hypothesis testing: means and proportions -- 19.Correlation analysis and regression analysis -- 20.Discriminant and canonical analysis -- 21.Factor and cluster analysis -- 22.Multidimensional caling and conjoint analysis -- 23.Presenting the results -- 24.Traditional applications: product, price, distribution, and promtion -- 25.Contemporary applications: competititve advantage, brand equity, customer satisfaction, and total quality management -- 26.Emerging applications: database marketing, e-commerce, mobile marketing, social marketing -- experiential marketing, relationship marketing and customer intelligence.

Highlighting the relevance of marketing intelligence and the power of the Internet in marketing research applications, this book focuses on recent trends in marketing intelligence and explains how various functions are linked to each other in a way that ensures efficient management of the customer-firm relationship.

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