Marketing research : a concise introduction / Bonita M. Kolb.

Format:

Book

Author/Creator:

Kolb, Bonita M., author.

Series:

Core textbook

Language:

English

Subjects (All):

Industrial management.

Physical Description:

1 online resource (328 pages) : illustrations.

Edition:

2nd edition.

Other Title:

Marketing Research

Place of Publication:

London : SAGE Publications, 2017.

Summary:

An introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time. The 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 The book is complemented by chapter specific lecturer PowerPoint slides, these can be accessed here. Suitable reading for students who are new to marketing research.

Notes:

Description based on XML content.

ISBN:

1-03-623446-0

1-5264-2293-X

1-5264-2292-1

9781036234461

OCLC:

1194873463

Publisher Number:

T257283