For courses in Marketing Research at two- and four-year colleges and universities
Give students a framework for understanding: A clear framework helps students grasp marketing research principles, as well as the relationship between marketing research and management.
Marketers now have the opportunity to invest in more data research and take advantage of social networking. The new 12th edition ofMarketing Research shows marketers how to utilize these techniques to compliment traditional methods. The book focuses on international market research and incorporates new case studies to present the latest information in the field. Marketers will also be able to access the books Web site for a list of readings, links to other key sites, sample datasets for analysis, and practice questions after each chapter.
Marketing Research, 12th Edition prepares marketing students to make data driven business decisions. With a focus on market intelligence, strategy, theory and application, the authors introduce the latest developments in the field of marketing research and discuss their impact on marketing research applications--all in a macro-micro framework to help students understand the big picture.
LOST ON AN OCEAN FLOOR The handsome clubroom of the Black Bear Patrol, Boy Scouts of America, in the City of New York, was ablaze with light, and as noisy as healthy, happy boys could well make it. "Over in the Chinese Sea!" shouted Jimmie McGraw from a table which stood by an open window overlooking the brilliantly illuminated city. "Do we go to the washee-washee land this time?" "Only to the tub!" Jack Bosworth put in. "What's the answer?" asked Frank Shaw, sitting down on the edge of the table and rumpling Jimmie's red hair with both hands. Jimmie broke away and, after bouncing a football off his tormentor's back, perched himself on the back of a great easy chair. "The answer?" Jack said, after peace had been in a measure restored, "I thought everybody knew that the Chinks wash their clothes in the Gulf of Tong King and hang them out to dry on the mountains of Kwang Tung! Are we going there, Ned?" he added, turning to Ned Nestor, who sat by a nearby window, looking out over the city. "Are we going to the gulf of Tong King?" Ned left his chair by the window and walked over to the table. "I hardly know," he said, taking a roll of maps and drawings from his breast pocket and spreading them out on the table. "When Captain Moore arrives we shall know more about it." "Who's Captain Moore?" This from Jimmie, still sitting on the back of the chair, elbows on knees, chin on palms.
This book represents a radical departure from the established theory in taking an organisational view of resource allocation in marketing, which stresses the importance of structure and process rather than just budgeting technique. The book describes and analyses marketing organisation and processes in terms of organisational power and politics and models market budgets as political outcomes.
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