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Marketing research - Bonita Kolb
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Title
Marketing research - a concise introduction
Marketing research - a concise introduction
Author
Bonita Kolb
Bonita Kolb
format
Paperback / softback
Paperback / softback
Publisher
SAGE
SAGE
Language
English
English
UK Publication Date
20171116
20171116
Description
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 - The Robben 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 by chapter specific lecturer PowerPoint slides, these can be accessed here.
Suitable reading for students who are new to marketing research.
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