eBook - PDF

Marketing Research

Name: Marketing Research
Author: Bonita Kolb

A Concise Introduction

Bonita Kolb,

328 pages
English
PDF
Available on iOS & Android

eBook - PDF

Marketing Research

A Concise Introduction

Bonita Kolb,

About this book

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 - TheRobben 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 bychapter specificlecturer PowerPoint slides. Suitable reading for students who are new to marketing research.

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Yes, you can access Marketing Research by Bonita Kolb in PDF and/or ePUB format, as well as other popular books in Business & Marketing Research. We have over one million books available in our catalogue for you to explore.