Essentials of Marketing Research (6版)

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簡介 Essentials of Marketing Research uses an application-oriented approach to equip students with tools and skills necessary to solve business problems and maximize opportunities. The authors' years of practical market research experience is evidenced thorough their treatment of qualitative research, to their coverage of sample size rules-of-thumb, background literature reviews, and new market research tools and techniques. This latest 6th edition gives students a strong command of market research principles, while being concise enough for cases & other course projects. A continuing case and corresponding data sets included. 目錄 PART I: THE ROLE AND VALUE OF MARKETING RESEARCH INFORMATION Ch 1 Marketing Research for Managerial Decision Making Ch 2 The Marketing Research Process and Proposals PART II: DESIGNING THE MARKETING RESEARCH PROJECT Ch 3 Secondary Data, Literature Reviews, and Hypotheses Ch 4 Exploratory and Observational Research Designs and Data Collection Approaches Ch 5 Descriptive, Predictive and Causal Research Designs PART III: GATHERING AND COLLECTING ACCURATE DATA Ch 6 Sampling: Theory and Methods Ch 7 Measurement and Scaling Ch 8 Designing the Questionnaire PART IV: DATA PREPARATION, ANALYSIS, AND REPORTING THE RESULTS Ch 9 Qualitative Data Analysis Ch10 Preparing Data for Quantitative Analysis Ch11 Basic Data Analysis for Quantitative Research Ch12 Examining Relationships in Quantitative Research Ch13 Communicating Marketing Research Findings

Essentials of Marketing: A Marketing Strategy Planning Approach (18版)

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Essentials of Marketing: A Marketing Strategy Planning Approach 作 / 譯 者 ： William D. Perreault Jr.,Joseph P. Cannon,E. Jerome McCarthy I S B N - 13 ： 9781266124983 I S B N - 10 ： 1266124985 類 別： 行銷管理 版 次： 18 版 年 份： 2024 規 格： 796 頁 出 版 商： McGraw Hill Education 內容簡介 Essentials of Marketing Is Designed to Satisfy Your Needs. Cannon/Perreault, Essentials of Marketing looks at the best of marketing, where marketing practices meet target customer needs to make the world a better place. Dating back to Jerry McCarthy's ground-breaking categorization of the 4Ps of Marketing, our practical, research-based product continues to emphasize marketing strategy planning. The 18th edition of Essentials of Marketing emphasizes currency through: 1.Active Learning. Connect activities including Smartbook 2.0 providing dynamic, personalized reading experience with Video Cases, Case Analyses and Application-Based Activities designed to drive critical thinking and engagement through real-word scenarios. 2.Purpose and purpose orientation. Reviewing an organization's reason for being that extends beyond profit and creates value for stakeholders, including customers, employees, suppliers, investors, and communities. 3.Diversity, equity, and inclusion. Attention to racial justice, diversity, equity, and inclusion integrated across chapters. Inspired by Professor Shanita Akintonde's episodes on the McGraw-Hill podcast, Marketing Insights. 4.Marketing analytics. Growing coverage of big data and marketing analytics with continued coverage supporting marketing strategy planning. 5.Enhanced use of photos, images, and exhibits. Hundreds of additional images and exhibits to enhance student learning. Incorporated throughout the Connect Interactive exercises and instructor PowerPoint slides. 目錄 Ch 1 Marketing's Value to Consumers, Firms, and Society Ch 2 Marketing Strategy Planning Ch 3 Evaluating Opportunities in the Changing Market Environment Ch 4 Focusing Marketing Strategy with Segmentation and Positioning Ch 5 Final Consumers and Their Buying Behavior Ch 6 Business and Organizational Customers and Their Buying Behavior Ch 7 Improving Decisions with Marketing Information Ch 8 Elements of Product Planning for Goods and Services Ch 9 Product Management and New-Product Development Ch10 Place and Development of Channel Systems Ch11 Distribution Customer Service and Logistics Ch12 Retailers, Wholesalers, and Their Strategy Planning Ch13 Promotion-Introduction to Integrated Marketing Communications Ch14 Personal Selling and Customer Service Ch15 Advertising and Sales Promotion Ch16 Publicity: Promotion Using Earned Media, Owned Media, and Social Media Ch17 Pricing Objectives and Policies Ch18 Price Setting in the Business World Ch19 Appraisal, Review, and Reflection of Marketing in the 21st Century