Taal: | en |
Bindwijze: | Paperback |
Oorspronkelijke releasedatum: | 09 maart 2020 |
Aantal pagina's: | 976 |
Illustraties: | Nee |
Hoofdauteur: | Dan Nunan |
Tweede Auteur: | David Birks |
Co Auteur: | Naresh Malhotra |
Co Auteur: | Naresh Malhotra |
Editie: | 6 |
Product breedte: | 193 mm |
Product hoogte: | 36 mm |
Product lengte: | 264 mm |
Studieboek: | Ja |
Verpakking breedte: | 193 mm |
Verpakking hoogte: | 36 mm |
Verpakking lengte: | 264 mm |
Verpakkingsgewicht: | 1775 g |
Editie: | 6 |
Product breedte: | 193 mm |
Product hoogte: | 36 mm |
Product lengte: | 264 mm |
Studieboek: | Ja |
Verpakking breedte: | 193 mm |
Verpakking hoogte: | 36 mm |
Verpakking lengte: | 264 mm |
Verpakkingsgewicht: | 1775 g |
Understand theory and application of marketing research in a European context
Marketing Research: Applied Insight, 6th Edition, by Nunan, Birks and Malhotra is the leading marketing research text focused on the key challenges facing marketing research in a European context. This comprehensive text offers a clear explanation and discussion of concepts, and a wealth of European and international case material showing how researchers apply concepts and techniques. It also integrates with online resources for students and an instructor's manual including key discussion points.
This book supports both qualitative and quantitative research methods through:
Introducing the transactional stages of marketing research of problem definition, developing approach and design, data collection, analysis and communicating the research findings
Using real research case studies of how companies address specific managerial problems and implement research, as well as real-life marketing situations and exercises to tackle in every chapter
Applying marketing research to current marketing challenges such as social media, mobile marketing, customer value, experiential marketing, satisfaction, loyalty, customer equity, brand equity and management, relationship marketing, creativity and design, and socially responsible marketing
New to this edition:
Dr Daniel Nunan is Reader and Head of Department at the University of Portsmouth. Previously, he taught at Birkbeck, University of London and Henley Business School, University of Reading. Prior to his academic career, Daniel held senior roles in the financial services and technology sectors.
Professor David F. Birks is Emeritus Professor of Marketing at the University of Winchester. Previously, he served as Dean of the Faculty of Business, Law and Sport, and Director of Winchester Business School. David has also worked at the universities of Southampton, Bath and Strathclyde. He is a committee member of the Association of Survey Computing (ASC).
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