This text takes a "macro micro macro" approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. The book begins with a macro level treatment of what marketing research is, where it fits within an organization, and how it helps in managerial decision making. The body of the text takes a micro level approach, detailing each step of the marketing research process using a decision oriented perspective. The authors wrap up with a macro level treatment of the applications of marketing research. As with previous editions, the text provides thorough coverage of the most advanced and current marketing research methodologies, point out their limitations, as well their potential for enhancing research results.About the Author:
David Aaker is professor of Marketing, Emeritus at the Haas School of Business, University of California Berkeley. He is a leading expert on brand strategy and strategic marketing. He is the author of over seven books for both the practioner and the student of marketing.
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Descripción Wiley. PB. Estado de conservación: Brand New. International Edition. International Edition, Cover & ISBN may be different from US edition, PAPERBACK. Book Condition: New. Brand New,Softcover,No Access code & No context dvd, But Contents are same as US Edition. Printed in English Language, Prompt shipping by USPS/,UPS/,DHL/,FedEx. Exceptional customer Service, Satisfaction Guaranteed. We may ship the books from Asian regions for inventory purpose. "Special Note" We do provide service on APO BOX & PO BOX addresses only in usa. Nº de ref. de la librería Aadi5012
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Descripción Wiley, 2006. Hardcover. Estado de conservación: New. 9. Nº de ref. de la librería DADAX0470050764
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Descripción Wiley, 2006. Estado de conservación: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: PART I: THE NATURE AND SCOPE OF MARKETING RESEARCH. Chapter 1. A Decision-Making Perspective on Marketing Intelligence. Learning Objectives. An Overview of Business Intelligence. Introduction to Marketing Intelligence. Marketing Research. Role of Marketing Research in Managerial Decision Making. Factors That Influence Marketing Research Decisions. Use of Marketing Research. Ethics in Marketing Research. The Respondent's Ethics and Rights. International Marketing Research. Summary. Questions and Problems. End Notes. Case 1-1: Preteen Market-The Right Place to Be In for Cell Phone Providers? Case 1-2: Best Buy on a Segmentation Spree . Case 1-3: Ethical Dilemmas in Marketing Research. Chapter 2. Marketing Research in Practice. Learning Objectives. Information System, Decision Support Systems, and Marketing Research. Marketing Decision Support Systems. Suppliers of Information. Criteria for Selecting External Suppliers. The International Marketing Research Industry. Career Opportunities in Marketing Research. Summary. Questions and Problems. End Notes. Appendix: Marketing Research Jobs. Chapter 3. The Marketing Research Process. Learning Objectives. Overview of the Marketing Research Process. The Preliminary Stages of the Marketing Research Process. Planning a New HMO. The International Marketing Research Process. Summary. Questions and Problems. End Notes. Appendix: The Value of Research Information Using Bayesian Decision Theory. Case 3-1: A VideOcart Test for Bestway Stores. Case 3-2: Sperry/MacLennan Architects and Planners. Case 3-3: Philip Morris Enters Turkey . Chapter 4 Research Design and Implementation. Learning Objectives. Research Approach. Research Tactics and Implementation. Budgeting and Scheduling the Research Project. Research Proposal. Designing International Marketing Research. Issues in International Research Design. Summary. Questions and Problems. End Notes. Appendix: Errors in Research Design. Case 4-1: Reynolds Tobacco's Slide-BoxCigarettes. Case 4-2: California Foods Corporation. Case for Part I. Case I-1: Clover Valley Dairy Company. PART II: DATA COLLECTION. SECTION A: SECONDARY AND EXPLORATORY RESEARCH. Chapter 5. Secondary Sources of Marketing Data. Learning Objectives. Secondary Data. Uses of Secondary Data. Benefits of Secondary Data. Limitations of Secondary Data. Internal Sources of Secondary Data. External Sources of Secondary Data. Census Data. North American Industry Classification System. Appraising Secondary Sources. Applications of Secondary Data. Sources of Secondary Data for International Marketing Research. Problems Associated with Secondary Data in International Research. Applications of Secondary Data in International Research. Summary. Questions and Problems. End Notes. Case 5-1: Barkley Foods. Case 5-2: Dell in Latin America ? Case 5-3: Eddie Bauer: Strategize with Secondary Marketing Data. Chapter 6. Standardized Sources of Marketing Data. Learning Objectives. Retail Store Audits. Consumer Purchase Panels. Scanner Services and Single-Source Systems. Media-Related Standardized Sources. Applications of Standardized Sources of Data. Summary. Questions and Problems. End Notes. Case 6-1: Promotion of Rocket Soups. <. Nº de ref. de la librería ABE_book_new_0470050764
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