Marketing Research: The Impact of the Internet

Marketing Research: The Impact of the Internet
ISBN-10
0324131666
ISBN-13
9780324131666
Series
Marketing Research
Category
Analysemetoder
Pages
727
Language
English
Published
2002
Publisher
Thomson South-Western
Authors
Carl D. McDaniel, Roger Gates

Description

Marketing Research provides comprehensive information on both the quantitative methods used in marketing research and the many considerations a manager faces when interpreting and using market research findings. Marketing research hot topics are featured, including competitive intelligence, published secondary data and the Internet, and marketing research suppliers and users. Each chapter helps you explore ethical dilemmas related to the topics discussed, the uses and needs for marketing research across business functions, and how to use the Internet to gather marketing research data in an efficient, cost-effective manner. By focusing on the managerial aspects of marketing research, this book provides you with both the tools to conduct marketing research, as well as those to interpret the results and use them effectively as a manager.

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