Описание: This work deals with the application of qualitative methods to marketing management research. It explains different ways of making and analysing data with qualitative tools, and it describes the generation of results working for researchers as well as for practitioners in marketing management.
Название: Research Methods for Strategic Management ISBN: 0415506301 ISBN-13(EAN): 9780415506304 Издательство: Taylor&Francis Рейтинг: Цена: 9645.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The field of strategic management has developed significantly since its birth from "business policy" and "business planning" in the 1960s. Pioneering studies were essentially normative, prescriptive and often based on in-depth case studies. The evolution of strategic management into a respected field of academic study resulted from the adoption of research methods previously employed in economics. Today, research in strategic management is likely to employ a mixture of methods which can be confusing to researchers new to the field. This book provides the reader with a broad introduction to the array of qualitative and quantitative research methods required to investigate strategic management. Throughout the book, strong emphasis is placed on practical applications that transcend the mere analysis of the theoretical roots of single research methods. The underlying result is a book that encourages and aids readers to "learn by doing" - in applying the implications of each chapter to their own research. This text is vital reading for postgraduate students and researchers focused on business strategy.
Описание: Social Marketing Research for Global Public Health offers proven guidelines for crafting campaigns that work in public health. It equips readers with tools pioneered by corporate marketers to increase the efficacy of public health interventions in any setting.
Автор: Belk Russell Название: Qualitative Consumer and Marketing Research ISBN: 0857027670 ISBN-13(EAN): 9780857027672 Издательство: Sage Publications Рейтинг: Цена: 8712.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Designed for students, scholars, and marketing research practitioners, this book is designed to take readers through the basics to an advanced understanding in qualitative marketing and consumer research.
Название: Qualitative Research Methods in Consumer Psychology ISBN: 1138023493 ISBN-13(EAN): 9781138023499 Издательство: Taylor&Francis Рейтинг: Цена: 26796.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: While consumer research is founded on traditional quantitative approaches, the insight produced through qualitative research methods within consumer settings has not gone unnoticed. The culturally situated consumer, who is in intimate dialogue with their physical, virtual and social surroundings, has become integral to understanding the psychology behind consumer choices. This volume presents readers with theoretical and applied approaches to using qualitative research methods in ethnographic studies looking at consumer behavior. It brings together an international group of leading scholars in the field of consumer research, with educational and professional backgrounds in marketing, advertising, business, education, therapy and health. Researchers, teaching faculty, and students in the field of consumer and social psychology will benefit from the applied examples of qualitative and ethnographic consumer research this volume presents.
Описание: The digital age has transformed the very nature of marketing. Armed with smartphones, tablets, PCs and smart TVs, consumers are increasingly hanging out on the internet.
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