Marketing Research ― A Concise Introduction
商品資訊
ISBN13：9781526419262
出版社：Sage Pubns Ltd
作者：Bonita Kolb
出版日：2018/01/02
裝訂／頁數：精裝／328頁
版次：2
定價
：NT$ 15060 元若需訂購本書，請電洽客服 02-25006600[分機130、131]。
商品簡介
商品簡介
This is an introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time.
The new 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
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