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Marketing Research, now in its fourth edition, provides a methodical
introduction to the basic concepts of marketing research.
Marketing research can be a daunting subject if not taught correctly.
The mere mention of inferential statistics or statistical significance
causes many students to close their minds and develop a mental block
towards the topic. This is largely because most texts spend too little
time teaching students the basic concepts before ploughing into the
analysis of data and associated statistical formulas.
Marketing Research follows a simple layout that is easy to read with
text that is written in understandable, plain English. It will equip
undergraduate marketing students with the skills necessary to plan and
conduct basic marketing research projects in an efficient and effective
manner, in a business world which demands more and more information on
which to base decisions.
A quick glance at the book might not reveal many changes, but a
number of significant changes have in fact been made. Many chapters
have been restructured to address topics that were missing from the
first and second edition, whilst some small topics have been
excluded to more finely focus on the key issues. The main change
from the second edition is the addition of a full chapter on
research ethics and attention is given to establishing its
principles. Chapters relating to data analysis have been slightly
revamped to make it easier for the reader to understand the key
concepts. Finally, changes and updates have been made to examples,
questions and case studies at the end of each chapter, to make them
more relevant to current research practices.
An invaluable resource for entrepreneurs setting up their own
businesses, this book provides a clear explanation of the way in
which distribution coordinates the activities of the producer or
manufacturer and various intermediaries in order to make the
product or service available to customers at the right place, at
the right time, and in the right quantity. Key features include
case studies of actual businesses, chapter summaries and
self-assessment questions, and informative graphs and tables. In
this edition, topics include: the definition of distribution, the
evolution of the South African distribution system, supply chain,
channel design, logistics management, and electronic marketing
channels, among others.
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