现货Marketing Research: A Concise Introduction[9781526419279]

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作者Kolb, Bonita

出版社Sage Publications Ltd

ISBN9781526419279

出版时间2018-01

装帧平装

纸张其他

页数345页

正文语种英语

上书时间2023-06-27

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商品描述: This is an introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time. The new Second Edition presents a balanced mix of qualitative and quantitative methods, reflecting contemporary trends. This includes a new chapter on netnography and new and increased coverage of the digital aspects of marketing research and the impact of social media and the online environment. The book includes exercises and activities within the chapters that can be used in class. Along with a collection of new international case studies, including: Europe - Renault (France), Miele (Germany) & Online grocery markets in France and Germany. Africa - The Robben Island Museum in Cape Town, South Africa, Vergenoegd Wine Estate in South Africa, text message surveying in Kenya Australia - Campos Coffee Asia - Uber and social media usage in India; Cinemas and confectionary markets in China; Coffee culture in South Korea

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