Contemporary marketing : 1999
Author(s)
Bibliographic Information
Contemporary marketing : 1999
（The Dryden Press series in marketing）
Dryden Press, c1999
- : pbk
- Other Title
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Contemporary marketing
Available at 7 libraries
Note
Includes bibliographical references and indexes
Description and Table of Contents
Description
This is an updated version of the 1998 "Contemporary Marketing Wired" text. An entire chapter has been devoted to relationship marketing, including coverage of database marketing, strategic alliances, co-marketing/co-branding, and dedicated sales forces.
Table of Contents
- Part 1 Marketing research, the research process, and problem definition: marketing research - a pervasive activity
- alternate approaches to marketing intelligence
- the research process and problem formulation. Part 2 Determine research design: research design
- casual designs. Part 3 Data design collection method and forms
- data collection - secondary data
- data collection - primary data
- data collection forms
- attitude measurement. Part 4 Sample design and data collection
- sampling procedures
- sample size
- collecting the data - field procedures and non-sampling errors. Part 5 Analysis and interpretation of data
- data analysis - prelimary steps
- data analysis - basic questions
- data analysis - examination of differences
- data analysis - investigation of association
- data analysis - discriminant, factor, and cluster analysis. Part 6 The research report: the research report.
by "Nielsen BookData"