Marketing Research: An Integrated Approach, 2/e
暫譯: 市場研究：整合方法（第二版）
Alan Wilson
- 出版商: Prentice Hall
- 出版日期: 2006-05-28
- 售價: $903
- 語言: 英文
- 頁數: 456
- 裝訂: Paperback
- ISBN: 027369474X
- ISBN-13: 9780273694748
-
相關分類:
行銷/網路行銷 Marketing
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商品描述
Description
Marketing Research: An Integrated Approach, Second Edition is invaluable for anyone studying marketing research at a degree or diploma level and is prescribed reading for those students taking the joint module on Marketing Research and Information offered by the Chartered Institute of Marketing and The Market Research Society.
The book places research in the bigger picture of marketing and demonstrates how an understanding of marketing research is a key requirement of any effective marketing professional. The text integrates the key concepts and techniques of marketing research with the management of customer information from databases, loyalty cards and customer files.
Marketing Research is written in a clear and accessible style using many examples, real-life case histories and discussions of current issues in marketing research and customer information management that makes it very suitable for supporting the delivery of single semester modules on marketing research.
商品描述(中文翻譯)
**描述**
《市場研究：綜合方法》（第二版）對於任何在學位或文憑層級學習市場研究的人來說都是無價的，並且是參加由特許市場營銷學會和市場研究協會提供的市場研究與信息聯合模塊的學生的指定閱讀書目。
本書將研究置於市場營銷的更大背景中，並展示了對市場研究的理解是任何有效市場專業人士的關鍵要求。文本將市場研究的關鍵概念和技術與來自數據庫、忠誠卡和客戶檔案的客戶信息管理相結合。
《市場研究》以清晰易懂的風格撰寫，使用了許多範例、真實案例歷史以及對當前市場研究和客戶信息管理問題的討論，使其非常適合支持單學期市場研究模塊的教學。
