69
Książki
Kogan Page
Cambridge Marketing Handbook: Research
Wydawnictwo:
Kogan Page
Oprawa: Twarda
Opis
This is a straightforward guide to the key things that all marketers need to know about marketing research. This handbook takes the reader step by step through: the basic principles of market and marketing research; the key roles that research plays in marketing decision making; how to go about planning your research; the types of data and key steps to follow in gathering them; how to go about getting your research done - the all important briefing and proposal process; specifics on secondary and primary data methodologies; how to justify research in financial benefit terms; and how to decide on what sampling approach to use and finally legal and ethical aspects that must be considered. The handbook recognizes the especial importance of online research in today's world and covers this in detail in a separate section.
Szczegóły
Tytuł
Cambridge Marketing Handbook: Research
Autor
Cambridge Marketing College
, Steve Bax
Wydawnictwo
Rok wydania
2013
Oprawa
Twarda
Ilość stron
128
ISBN
9780749470692
EAN
9780749470692
Kraj produkcji
GB
Producent
John Wiley & Sons Limited
New Era House, 8 Oldlands Way
PO22 9NQ Bognor Regis, West Sussex
GB
PO22 9NQ Bognor Regis, West Sussex
GB
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