The marketing research process
著者
書誌事項
The marketing research process
Prentice Hall, 1995
4th ed. / Margaret Crimp and Len Tiu Wright
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注記
Previous eds. by Margaret Crimp
Includes bibliographical references and index
内容説明・目次
内容説明
An introduction to the subject of marketing research. This work shows the importance of effective research to the marketing operation and to managerial decision-making. It focuses on a marketing company whilst developing products and services and also features case studies.
目次
- An introduction to the marketing research process
- exploring the market
- describing markets - design choices
- describing markets - focus on sampling
- describing markets - collecting data by means of questions
- market segmentation
- developing a branded product or service
- establishing the brand identity and pre-testing the whole
- conveying the brand message - media planning
- out in the open - the final/no-go decision
- evaluating performance.
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