Marketing Research in Action
Author: Raymond A. Kent
Publisher:
Published: 1993-01-01
Total Pages: 367
ISBN-13: 9780415067607
DOWNLOAD EBOOK →Author: Raymond A. Kent
Publisher:
Published: 1993-01-01
Total Pages: 367
ISBN-13: 9780415067607
DOWNLOAD EBOOK →Author: Debra Z. Basil
Publisher: Springer
Published: 2019-05-24
Total Pages: 474
ISBN-13: 3030130207
DOWNLOAD EBOOK →This textbook provides students with real-world social marketing case studies from different countries and regions around the world, taking learners from classroom theory to practice. The primary objective is to clearly portray to students distinct, identifiable steps that are essential for successful social marketing campaigns. Core social marketing practices are applied to each case to help students master social marketing principles and apply them to their own real world social marketing activities in order to affect positive social change. This textbook first provides the tools necessary to understand the effective applica- tion of social marketing, and then offers 24 case studies exemplifying effective social marketing efforts from all around the world. Specifically, Part I clearly and concisely explains the principles of social marketing in five chapters: • Upstream vs. downstream social marketing, SWOT, competition • Fundamentals of social marketing, ethics • Formative and Evaluative Research • Theories applied in social marketing • A historical perspective on social marketing Part II features 24 social marketing case studies that demonstrate the application of social marketing principles. All 24 cases follow a consistent structure that includes: • Background • Positioning • SWOT • Research • Objectives • The 4 P’s • Target audience • Evaluation • Barriers and benefits • Discussion • Competition This format allows for students and professors to easily and effectively select individual cases and compare between cases. This textbook also allows instructors to encourage critical thinking by having students compare and contrast not only the cases themselves, but the applications used. In addition, teaching guides with answers to discussion questions, suggestions for activities inside and outside of the classroom and further readings are available to assist professors in teaching from this book.
Author: David Carson
Publisher: SAGE
Published: 2001-02-01
Total Pages: 255
ISBN-13: 1446234983
DOWNLOAD EBOOK →As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-to-date market intelligence. This book recognizes that the contribution which qualitative research can make to market understanding and insight is immense, and that statistical information flows are never enough but need to be compounded by market intelligence gained through qualitative methods. Qualitative Marketing Research clearly explains the use and importance of qualitative methods, clarifying the theories behind the methodology and providing concrete examples and exercises which illustrate its application to Management Studies and Marketing. This book is intended for all students of marketing who are required to complete their studies with a dissertation or research project.
Author: Michael Roe
Publisher: Cengage Learning
Published: 2004
Total Pages: 0
ISBN-13: 9781861529381
DOWNLOAD EBOOK →This text examines various marketing research techniques using a case study based on a real product - Snackpots - which was introduced by UNILEVER to compete with Pot Noodles. The use of this device shows how research impacts on product development and the product launch.
Author: David A. Aaker
Publisher: John Wiley & Sons
Published: 2010
Total Pages: 822
ISBN-13:
DOWNLOAD EBOOK →Offers one the best approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. This text focuses on market intelligence, strategy, theory, and application. It shows the relevance of marketing intelligence, the power of the Internet in marketing research applications, and more.
Author: Gilbert A. Churchill
Publisher: Houghton Mifflin
Published: 1996
Total Pages: 0
ISBN-13: 9780030983672
DOWNLOAD EBOOK →Why is BASIC MARKETING RESEARCH the best-selling marketing textbook? Because it's written to your perspective as a student. Authors Churchill and Brown know that for a marketing textbook to be effective, students have to be able to understand it. And they've achieved that time and again. This edition is packed with the features that made it a best-seller in the first place, from study tools to updated content to an easy-to-read writing style. Plus, in this volume you'll learn more about how experts gather data and how to use it yourself to turn greater profits.
Author: Michel Wedel
Publisher: Psychology Press
Published: 2007-09-19
Total Pages: 269
ISBN-13: 1136676481
DOWNLOAD EBOOK →This comprehensive volume aims to further research and theory development in visual marketing. By bringing together leading researchers in the field, it strives to contribute to the establishment of visual marketing as a coherent discipline. The chapters represent an array of issues in visual marketing. They address three areas in theory: attention
Author: Robin Birn
Publisher: Kogan Page Publishers
Published: 2004
Total Pages: 244
ISBN-13: 9780749442002
DOWNLOAD EBOOK →The Effective Use of Market Research looks at the circumstances in which market research is necessary, and explains what management can expect to gain from research and then analyses the type of business decisions that may be taken as a result.
Author: David Carson
Publisher: SAGE
Published: 2001-02-01
Total Pages: 254
ISBN-13: 1446205355
DOWNLOAD EBOOK →As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-to-date market intelligence. This book recognizes that the contribution which qualitative research can make to market understanding and insight is immense, and that statistical information flows are never enough but need to be compounded by market intelligence gained through qualitative methods. Qualitative Marketing Research clearly explains the use and importance of qualitative methods, clarifying the theories behind the methodology and providing concrete examples and exercises which illustrate its application to Management Studies and Marketing. This book is intended for all students of marketing who are required to complete their studies with a dissertation or research project.