Marketing Research

ISBN-13: 9780415449120 / Angielski / Twarda / 2009 / 2412 str.

F. Birks David

Opis

The essence of successful and sustainable marketing practice is founded on an understanding of existing and potential consumers. As marketing has grown around this principle, so the subdiscipline and industry of marketing research has flourished. This new four-volume collection in the Routledge Major Works series, Critical Perspectives on Business and Management, meets the need for an authoritative, up-to-date, and comprehensive reference work synthesizing its voluminous literature. Indeed, the sheer scale of the growth in related research output and the breadth of the field makes this collection especially timely and welcome. Marketing Research provides the most comprehensive collection of classic and contemporary contributions on the subject to date. It facilitates ready access to the most influential and important works across the field, combining theoretical and practical perspectives to encourage a broader appreciation of marketing research and the mutual influences within it. Drawing on expertise garnered in both the academy and in practice, Marketing Research has been co-edited by David Birks, a leading scholar in the field (and co-author of the Europe s most successful marketing research textbook, now in its third edition), and Tim Macer, an international marketing research consultant and commentator. The collection is fully indexed and has a comprehensive introduction, newly written by the editors, which places the material in its historical and intellectual context. It is an essential work of reference and is destined to be valued by scholars and students as well as practitioners in the field as a vital one-stop research resource."

Spis treści

Part 1: The Nature and Scope of Marketing Research  Part 2: The Grounding and Applications of Marketing Research  Part 3: Qualitative Marketing Research – Approaches and Techniques  Part 4: Quantitative Marketing Research – Approaches and Techniques  Part 5: Quantitative Data Analysis and the Generation of Insight