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ia/businesstobusine0000bloc_n3n2.pdf
Business to Business Marketing Research 🔍
Martin P. Block; Tamara S. Block; Tamara Brezen Block Thomson ; American marketing Association ; Racom Communications, 2nd edition, Mason (Ohio), [Chicago], [Evanston (Ill.), cop. 2005
英语 [en] · PDF · 17.9MB · 2005 · 📗 未知类型的图书 · 🚀/ia · Save
描述
Marketing research is vital - especially investment in the "right kind" of research. While basic, general research techniques are similar for all kinds of marketing, B2B is unique in many ways. The exciting new book is written by proven research powerhouses. Drawing upon their collective years of experience, the authors examine topics unique to B2B, equipping readers with the tools and the techniques for effective research. The book spotlights new techniques related to focus groups and in-depth interviews, as well as the impact of data mining and other computer and technology-driven types of research - topics that aren't covered anywhere else! In addition, an accompanying CD enables users to apply the tips and techniques to live data.
备选作者
Martin P. Block, Tamara S. Block, Martin P. Block
备选作者
Martin P. Block, Martin P. Block, Tamara S. Block
备选作者
Block, Martin P., 1946-; Block, Tamara Brezen
备用出版商
South-Western Educational Pub
备用出版商
Cengage South-Western
备用出版商
Mason, Ohio: Texere
备用出版商
Cengage Learning
备用版本
United States, United States of America
备用版本
Second edition, Mason, Ohio, 2005
备用版本
2nd ed, Mason, Ohio, Ohio, 2005
备用版本
1 edition, April 11, 2005
备用版本
1, US, 2005
元数据中的注释
obscured text on back cover
元数据中的注释
Includes bibliographical references and index
备用描述
"[The book] gives the reader a comprehensive guide to the world of business-to-business marketing research, with: an overview of state-of-the-art, business-to-business marketing research techniques with examples of practical applications; an outline of specific business-to-business research problems, including identifying market characteristics, determining price levels, determining sales support, and identifying key influencers; specifics for developing market research budgets; key steps and touchpoints in analyzing database information and making database information make sense to others in senior management; in-depth explanations of new research methods in qualitative marketing research."--Jacket
备用描述
The Business-to-Business Research Landscape -- Managing Business-to-Business Market Research -- Secondary Sources of Information -- Marketing Databases -- Analytical Tools -- Designing Survey Research -- Fielding Survey Research -- Qualitative Research Methods -- Focus Group Interviews -- Conjoint Analysis -- Multidimensional Scaling and Preference Mapping -- Marketing Mix Models and Financial Returns
备用描述
The need for information is the stimulus for all business-to-business market research projects.
备用描述
x, 277 p. : 24 cm. + 1 CD-ROM (4 3/4 in.)
Includes bibliographical references and index
开源日期
2023-06-28
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