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Books > Business & Economics > Business & management > Sales & marketing > Market research

Essentials of Marketing Research, Global Edition (Paperback): Naresh K. Malhotra Essentials of Marketing Research, Global Edition (Paperback)
Naresh K. Malhotra
R1,682 R1,430 Discovery Miles 14 300 Save R252 (15%) Ships in 10 - 15 working days

For courses in Marketing Research at two- and four-year colleges and universities An engaging, do-it-yourself approach to marketing research Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles-Basic Marketing Research: Integration of Social Media and Marketing Research: An Applied Orientation-author Naresh Malhotra covers concepts at an elementary level, deemphasizing statistics and formulas. Sensitive to the needs of today's undergraduates, Malhotra integrates online and social media content, and provides current, contemporary examples that ground course material in the real world.

Marketing Research: Asia-Pacific Edition (Paperback, 4th edition): Hume Winzar, Steve D'Alessandro, Ben Lowe, Barry Babin,... Marketing Research: Asia-Pacific Edition (Paperback, 4th edition)
Hume Winzar, Steve D'Alessandro, Ben Lowe, Barry Babin, William Zikmund
R1,061 R905 Discovery Miles 9 050 Save R156 (15%) Ships in 15 - 25 working days
Marketing Research (Arab World Editions) - An Applied Orientation (Paperback, Adapted edition): Naresh K. Malhotra, Imad B.... Marketing Research (Arab World Editions) - An Applied Orientation (Paperback, Adapted edition)
Naresh K. Malhotra, Imad B. Baalbaki, Nada Naser Bechwati
R1,819 R1,704 Discovery Miles 17 040 Save R115 (6%) Ships in 10 - 15 working days

The Arab World Edition of this well respected marketing text provides excellent coverage of theoretical aspects of the discipline and their application to the realities of the business world - preparing local students of marketing for success in the workforce, either in the Arab world or beyond. With detailed attention given to the region's most prominent industries, and in-depth analysis of the socio-economic factors that impact marketing research in this part of the world, this text is essential for anyone wanting a firm understanding of successful marketing research in the Arab region.

Essentials of Marketing Research (Paperback): Naresh K. Malhotra, David F. Birks, Peter A. Wills Essentials of Marketing Research (Paperback)
Naresh K. Malhotra, David F. Birks, Peter A. Wills
R1,522 Discovery Miles 15 220 Ships in 10 - 15 working days

This new book offers all the authority of Naresh Malhotra's best-selling Marketing Research title combined with lots of European examples and a clear focus on helping students to understand how to diagnose and direct research questions that will support marketing decision making. Beyond this, students will get an appreciation of what good research design means. Secondary and primary data collection techniques; qualitative and quantitative methods and forms of analysis; and conveying the insights from research findings will give students a clear view of how to make marketing research work. The ethical dilemmas faced by researchers, the social and cultural issues of research created by globalisation and more powerful forms of communication (e.g. e-communication) will be addressed. This text aims to present a clear understanding of the nature, scope and process of marketing research at an introductory level and to give students the study skills to confidently design all stages of the marketing research process. This book is perfect for one semester courses in Marketing Research.

Marketing Research with SPSS (Paperback): Patrick De Pelsmacker, Patrick Van Kenhove, Wim Janssens, Katrien Wijnen Marketing Research with SPSS (Paperback)
Patrick De Pelsmacker, Patrick Van Kenhove, Wim Janssens, Katrien Wijnen
R1,781 R1,519 Discovery Miles 15 190 Save R262 (15%) Ships in 10 - 15 working days

Suitable for undergraduate students studying Marketing Research. Marketing Research provides a step-by-step treatment of the major choices facing Marketing researchers when using SPSS. Although they may have an understanding of how SPSS works, they may not understand the statistics behind the method. This book bridges the gap. A top author team offer a concise approach to analysing quantitative marketing research data in pracice.

Handbook of Research on New Product Development (Hardcover): Peter N. Golder, Debanjan Mitra Handbook of Research on New Product Development (Hardcover)
Peter N. Golder, Debanjan Mitra
R5,223 Discovery Miles 52 230 Ships in 10 - 15 working days

New products are the major driver of revenue growth in today's dynamic business environment. In this Handbook, the world's foremost experts on new product development bring together the latest thinking on this vitally important topic. These thought-leading authors organize knowledge into useful and insightful frameworks, covering all aspects of new product development: companies, collaborators, customers, context, markets, and performance. The contributors delve into a broad range of topics, covering each one deeply and comprehensively. Careful attention to the development of these topics make it a fantastic single-source reference for state-of-the-art knowledge on new product development, including comprehensive sets of questions and discussion topics to inspire future research. Managers will benefit from the Handbook by expanding their knowledge of new product development, and for researchers, the book provides a comprehensive look at the current research, as well as offering opportunities to continue expanding on this body of knowledge.

New Methods of Market Research and Analysis (Hardcover): G. Scott Erickson New Methods of Market Research and Analysis (Hardcover)
G. Scott Erickson
R2,476 Discovery Miles 24 760 Ships in 10 - 15 working days

New Methods of Market Research and Analysis prepares readers for the new reality posed by big data and marketing analytics. While connecting to traditional research approaches such as surveys and focus groups, this book shows how new technologies and new analytical capabilities are rapidly changing the way marketers obtain and process their information. In particular, the prevalence of big data systems always monitoring key performance indicators, trends toward more research using observation or observation and communication together, new technologies such as mobile, apps, geo-locators, and others, as well as the deep analytics allowed by cheap data processing and storage are all covered and placed in context. Scott Erickson goes beyond the buzzwords to provide relevant explanations of the meaning and impact of both big data and analytics, placing them in context with traditional marketing research. His engaging subject matter focuses on the practical aspects of big data concepts, precisely defining and illustrating key concepts and providing illuminating real world examples. This approachable style enables marketers to understand what data scientists are doing with big data systems and analytics, giving them a taste of the capabilities of contemporary statistical software and its practical applications This book can be used as a supplement to a traditional marketing research text or on its own. It will serve as a key reference for graduate students and advanced undergraduates in marketing research, marketing analytics, or business intelligence courses as well as marketing professionals looking to stay up to date with current trends and have them explained in a context they understand.

Consumer Behaviour and Analytics (Paperback): Andrew Smith Consumer Behaviour and Analytics (Paperback)
Andrew Smith
R295 R275 Discovery Miles 2 750 Save R20 (7%) Ships in 5 - 10 working days

Consumer Behaviour and Analytics provides a consumer behaviour textbook for the new marketing reality. In a world of Big Data, machine learning and AI, this key text reviews the issues, research and concepts essential for navigating this new terrain. It demonstrates how we can use data-driven insight and merge this with insight from extant research to inform knowledge-driven decision making. Adopting a practical and managerial lens, while also exploring the rich lineage of academic consumer research, this textbook approaches its subject from a refreshing and original standpoint. It contains numerous accessible examples, scenarios and exhibits and condenses the disparate array of relevant work into a workable, coherent, synthesized and readable whole. Providing an effective tour of the concepts and ideas most relevant in the age of analytics-driven marketing (from data visualization to semiotics), the book concludes with an adaptive structure to inform managerial decision making. Consumer Behaviour and Analytics provides a unique distillation from a vast array of social and behavioural research merged with the knowledge potential of digital insight. It offers an effective and efficient summary for undergraduate, postgraduate or executive courses in consumer behaviour and marketing analytics or a supplementary text for other marketing modules.

MR2 (with CourseMate, 1 term (6 months) Printed Access Card) (Paperback, 2nd edition): Tracy Suter MR2 (with CourseMate, 1 term (6 months) Printed Access Card) (Paperback, 2nd edition)
Tracy Suter
R892 R762 Discovery Miles 7 620 Save R130 (15%) Ships in 15 - 25 working days

Created through a "student-tested, faculty-approved" review process, MR2 is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners. MR2 provides an exciting, innovative approach to Marketing Research that provides the material needed for a successful course. Attention CourseMate user: The CourseMate platform is being sunset and will not be sold with this title after December 31st, 2019. Cengage will support existing users of CourseMate through August 1st, 2020.

Advanced Introduction to Consumer Behavior Analysis (Hardcover): Gordon Foxall Advanced Introduction to Consumer Behavior Analysis (Hardcover)
Gordon Foxall
R1,866 Discovery Miles 18 660 Ships in 10 - 15 working days

Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences and law, expertly written by the world's leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas. This concise introduction presents a rigorous analysis of consumer choice from the perspective of consumer behavior analysis. Gordon Foxall provides a deeper understanding of what consumers actually buy and the nature of the utility that shapes and maintains patterns of consumption. Key features include: * a revolutionary new approach to understanding consumer behavior * a novel synthesis of behavioral psychology, behavioral economics, and marketing science * a new model of consumer choice, the Behavioral Perspective Model, that is comprehensively supported by empirical research * addresses more extreme behaviors such as compulsive purchasing and addiction. Unique and authoritative, this work will prove a valuable resource for students and scholars of consumer behavior and marketing, social and behavioral science, micro-economics, economic psychology and behavioral economics. Marketing managers will also be interested in its approach to consumer research, with its innovative consequences for marketing management.

Globalization and Standards - Issues and Challenges in Indian Business (Hardcover, 2014 ed.): Keshab Das Globalization and Standards - Issues and Challenges in Indian Business (Hardcover, 2014 ed.)
Keshab Das
R3,072 R2,795 Discovery Miles 27 950 Save R277 (9%) Ships in 10 - 15 working days

The changes following more than two decades of economic reforms and globalization of the Indian economy - at state, corporate sector, and consumer level - raise interesting questions on the ways in which the stakeholders will continue to engage on the world stage, politically, socially and economically. One key feature of global trade over this period has been the growing importance of not only product standards but, importantly, labor, environmental, food safety and social standards. Being essentially a non-tariff barrier,standards have often become critical to market access and essential to sustained competitiveness. This has a clear impact on the manner in which both global and Indian business is conducted now and in the future. It also underlines the need for a new area of enquiry that addresses the following questions: How are the Indian public and private actors - the state, domestic firms, local consumers and society - influencing and being influenced by such standards? Do standards really matter in an overwhelmingly informal production sphere, with consumers deeply segmented on the basis of a highly skewed distribution of income and with the rural population becoming further marginalized? We have limited knowledge about the challenges faced and strategies pursued by these key domestic actors, both public and private. How have they been able to drive these processes and what are their implications for larger concerns with inequalities and the conditions of the poor? How does the omnipresent informality influence compliance, encourage multiple standards and affect the chances of addressing institutional dysfunctionality? What role does regulation play? These are some of the issues dealt with in the book, which has chapters focusing on aspects of specific sectors such as microfinance, pharmaceuticals, automobiles, tea trading, the role of the state and changing consumer influence. We have limited knowledge about the challenges faced and strategies pursued by these key domestic actors, both public and private. How have been they able to drive these processes and what are the consequences of these changes for the Indian economy, other emergent economies and for the rest of the developing world? In particular, what are their implications for the wider Indian society, especially on concerns with informality, inequalities and the conditions of the poor? How does informality in its omnipresent form influence compliance, encourage multiple standards and chances of addressing institutional dysfunctionality? What role does regulation play? These are some of the issues dealt within the book wherein chapters focus on aspects of specific sectors, trading, role of the state and changing influence of the consumer.

Marketing Research - A Concise Introduction (Paperback, 2nd Revised edition): Bonita Kolb Marketing Research - A Concise Introduction (Paperback, 2nd Revised edition)
Bonita Kolb
R1,153 R1,062 Discovery Miles 10 620 Save R91 (8%) Ships in 10 - 15 working days

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.

Made for China - Success Strategies From China's Business Icons (Paperback, 1st ed. 2018): Christian Nothhaft Made for China - Success Strategies From China's Business Icons (Paperback, 1st ed. 2018)
Christian Nothhaft
R1,145 R940 Discovery Miles 9 400 Save R205 (18%) Ships in 10 - 15 working days

This book shares unique perspectives on the successful global evolution and future ambitions of Chinese consumer companies. It presents an unprecedented collection of one-on-one interviews with some of the most influential leaders in China, whose companies offer diverse products and services. Further, the book offers future business leaders encouragement and guidance on how to ride the consumer wave in China. It also investigates some of the foremost current trends, revealing the best opportunities for companies to succeed on the Chinese market. Written by a successful business leader, this book is a timely must-read for anyone seeking to understand Chinese consumers, the Chinese market and what makes Chinese entrepreneurs tick - helping them learn how to do business "Made for China".

The New Consumer Online - A Sociology of Taste, Audience, and Publics (Hardcover): Edward F McQuarrie The New Consumer Online - A Sociology of Taste, Audience, and Publics (Hardcover)
Edward F McQuarrie
R2,655 Discovery Miles 26 550 Ships in 10 - 15 working days

It's a new world online, where consumers can publish their writing and gain a public presence, even a mass audience. This book links together blogging, writing reviews for Yelp, and creating pinboards for Pinterest, all of which provide ordinary people the opportunity to display their tastes to strangers. Edward McQuarrie shows how the operation of taste in consumption has been changed by the Internet and offers a fresh perspective on why websites like Yelp and Pinterest have become so successful. Drawing on Bourdieu and Campbell to support his thesis, Edward McQuarrie uncovers what is new online by: * presenting a sociological perspective on what consumers do online and contrasting it to more familiar economic, psychological and ethnographic views * reinterpreting Bourdieu's idea of cultural capital to understand the success of fashion bloggers * showing how the meaning of taste and what it means to dress fashionably have changed with the Web * explaining why online reviews cannot be considered word-of-mouth and therefore cannot be understood using that idea * examining why Pinterest is so attractive to female consumers while relating Pinterest to Walter Benjamin's ideas about how mechanical reproduction changes the meaning of art. This book will be valuable to students and scholars interested in consumer research, marketing, and sociology, specifically those who seek an alternative to purely psychological and economic explanations for what consumers do online.

Winning Her Business - How to Transform the Customer Experience for the World's Most Powerful Consumers (Paperback):... Winning Her Business - How to Transform the Customer Experience for the World's Most Powerful Consumers (Paperback)
Bridget Brennan
R320 R264 Discovery Miles 2 640 Save R56 (18%) Ships in 10 - 15 working days

Bridget Brennan, CEO of Female Factor, shows readers how to beat competitors and grow overall market share by applying the fundamentals of creating a customer experience that appeals to the most powerful consumer decision makers: women. When people think about the world's growth markets, they often envision countries like China and India. Yet they miss the largest one right here at home: women. With women driving 70 to 80 percent of consumer purchasing, it would seem an obvious strategy to learn how best to appeal to this continually expanding market. Common sense? Yes. Common practice? No. In Winning Her Business, Bridget Brennan, advisor to some of the world's biggest brands and businesses, provides a roadmap for selling in a world dominated by the rise of women's economic power. She points out how classic sales practices that focused on simply offering product knowledge are no longer enough in today's Google-informed world. Instead, savvy business people must adapt by learning how to deliver transformational customer experiences that speak to women, and by developing stronger interpersonal skills, value-added knowledge, and emotional-engagement techniques that inspire sales, referrals, and repeat business. Bolstered by a dozen years of research, Brennan offers invaluable insight into women as consumers and shows readers how, at the end of the day, mastering an inclusive customer experience is something everyone appreciates.

Handbook of Research on Customer Equity in Marketing (Hardcover): V. Kumar, Denish Shah Handbook of Research on Customer Equity in Marketing (Hardcover)
V. Kumar, Denish Shah
R4,819 Discovery Miles 48 190 Ships in 10 - 15 working days

Customer equity has emerged as the most important metric to manage firm performance and value. The Handbook of Research on Customer Equity in Marketing explores the tactical and strategic issues related to understanding, measuring, managing and implementing this tool. Customer equity is the total combined customer lifetime values of all of a company's customers and includes Value Equity, Brand Equity and Relationship Equity. It determines the true value of a company in that it considers the future revenue of the customer base relative to other companies. Through a combination of perspectives, this Handbook analyzes the topic and considers risk alongside strategy and offers state-of-the-art research on the field. Covering all bases, it begins with exploring the evolution of customer equity and concludes with implications of customer equity implication for the future. Drawing upon the wisdom of a global pool of leading scholars, this Handbook serves as a comprehensive and authoritative guide on customer equity for marketing scholars, practitioners, and students.

Customer Experience Management - How to Design, Integrate, Measure and Lead (Paperback): Nihat Tavsan, Can Erdem Customer Experience Management - How to Design, Integrate, Measure and Lead (Paperback)
Nihat Tavsan, Can Erdem
R639 R506 Discovery Miles 5 060 Save R133 (21%) Ships in 7 - 11 working days
Consumer Behavior: Science and Practice, International Edition (Paperback, International Student Edition): Frank R. Kardes,... Consumer Behavior: Science and Practice, International Edition (Paperback, International Student Edition)
Frank R. Kardes, Maria Cronley, Thomas Cline
R1,196 R1,009 Discovery Miles 10 090 Save R187 (16%) Ships in 15 - 25 working days

This wide-ranging yet focused text provides an informative introduction to consumer behavior supported by in-depth, scientifically grounded coverage of key principles and applications. CONSUMER BEHAVIOR: SCIENCE AND PRACTICE, 1e, International Edition, devotes ample attention to "classic" consumer behavior topics, including consumer information processing, consumer decision making, persuasion, and the role of culture and society on consumer behavior. In addition, this innovative new text explores important current topics and trends relevant to modern consumer behavior, such as international and ethical perspectives, an examination of contemporary media, and a discussion of online tactics and branding strategies. This versatile text strikes an ideal balance among theoretical concepts, cutting-edge research findings, and applied real-world examples that illustrate how successful businesses apply consumer behavior to develop better products and services, market them more effectively, and achieve a sustainable competitive advantage. With its strong consumer-focused, strategy-oriented approach, CONSUMER BEHAVIOR: SCIENCE AND PRACTICE, 1e, International Edition will serve students well in the classroom and help them develop the knowledge and skills to succeed in the dynamic world of modern business.

Handbook of Research on International Advertising (Paperback): Shintaro Okazaki Handbook of Research on International Advertising (Paperback)
Shintaro Okazaki
R1,153 Discovery Miles 11 530 Ships in 10 - 15 working days

The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies. Forming a major reference tool, the Handbook provides comprehensive coverage of the area, including entries on: theoretical advances in international advertising research, culture and its impact on advertising effectiveness, online media strategy in global advertising, methodological issues in international advertising, effectiveness of specific creative techniques, global advertising agencies, international perspectives of corporate reputation, transnational trust, global consumer cultural positioning, and performance of integrated marketing communications, among others. Researchers, students and practitioners in the fields of marketing, advertising, communication, and media management will find this important and stimulating resource invaluable.

Handbook of Developments in Consumer Behaviour (Paperback): Victoria K. Wells, Gordon Foxall Handbook of Developments in Consumer Behaviour (Paperback)
Victoria K. Wells, Gordon Foxall
R1,156 Discovery Miles 11 560 Ships in 10 - 15 working days

This Handbook examines the area of consumer behaviour from the perspective of current developments and developing areas for the discipline, to new opportunities that comprehend the nature of consumer choice and its relationship to marketing. Consumer research incorporates perspectives from a spectrum of long-established sciences: psychology, economics and sociology. This Handbook strives to include this multitude of sources of thought, adding geography, neuroscience, ethics and behavioural ecology to this list. Encompassing scholars with a passion for researching consumers, this Handbook highlights important developments in consumer behaviour research, including consumer culture, impulsivity and compulsiveness, ethics and behavioural ecology. It examines evolutionary and neuroscience perspectives as well as consumer choice. Undergraduate and postgraduate students and researchers in marketing with interests in consumer behaviour will find this enriching resource invaluable.

Audacity to Spy - How Government, Business & Hackers Rob Us of Privacy (Paperback): Catherine Nolan, Ashley M Wilson Audacity to Spy - How Government, Business & Hackers Rob Us of Privacy (Paperback)
Catherine Nolan, Ashley M Wilson
R469 R382 Discovery Miles 3 820 Save R87 (19%) Ships in 7 - 11 working days
Willful - How We Choose What We Do (Hardcover): Richard Robb Willful - How We Choose What We Do (Hardcover)
Richard Robb
R650 R514 Discovery Miles 5 140 Save R136 (21%) Ships in 7 - 11 working days

A revelatory alternative to the standard economic models of human behavior that proposes an exciting new way to understand decision-making Why do we do the things we do? The classical view of economics is that we are rational individuals, making decisions with the intention of maximizing our preferences. Behaviorists, on the other hand, see us as relying on mental shortcuts and conforming to preexisting biases. Richard Robb argues that neither explanation accounts for those things that we do for their own sake, and without understanding these sorts of actions, our picture of decision-making is at best incomplete. Robb explains how these choices made seemingly without reason belong to a realm of behavior he identifies as "for-itself." A provocative combination of philosophy and economics that offers a key to many of our quixotic choices, this groundbreaking volume provides a new way to understand everything from investing to how hard we work to how we manage daily interactions.

The Big Pad of 50 Blank, Extra-Large Business Model Canvases and 50 Blank, Extra-Large Value Proposition Canvases - A... The Big Pad of 50 Blank, Extra-Large Business Model Canvases and 50 Blank, Extra-Large Value Proposition Canvases - A Supplement to Business Model Generation and Value Proposition Design (Paperback)
Alexander Osterwalder, Yves Pigneur, Gregory Bernarda, Alan Smith
R668 R490 Discovery Miles 4 900 Save R178 (27%) Ships in 10 - 15 working days

100 Blank, Extra Large, Tear-Out Canvases Give You More Space to Brainstorm and Strategize Millions of people use the Business Model Canvas and the Value Proposition Canvas to clearly understand customers, create better products, and grow businesses. This supplement to the bestselling books, Business Model Generation and Value Proposition Design gives you more space to scribble, brainstorm, and move sticky notes with 50 blank, extra-large, tear-out Business Model Canvases (15 x 11 or 38cm x 28cm) and 50 blank, extra-large, tear-out Value Proposition Canvases (15 x 11 or 38cm x 28cm). The large format makes it easier to keep the creative ideas flowing, be inspired, and share your work with others. In addition to the 100 blank canvases, the two sample learning canvases provide trigger questions to help you learn to use each box in the canvas and jump-start progress. Whether you re chasing down a game-changing business model or working to evaluate and refresh an old one, the highly visual, spacious design makes it easy to use the powerful centerpiece tool in Business Model Generation to lead your product, brand, or company into the next stage of growth. If you need space to think hard about your value proposition, the 50 blank Value Proposition Canvases will help you create products and services that perfectly match your customers needs and desires. When business conversations become mired in hunches and intuitions, or you re haunted by that expensive new product launch that flopped, these canvases offer a quick way to raise the collective intelligence of your team. Tear out a blank canvas and design a powerful visual business model or value proposition based on the global bestsellers Business Model Generation and Value Proposition Design. These transformational business tools have proven themselves at all types of companies, from start-ups to such large organizations as MasterCard, 3M, Coca Cola, GE, Fujitsu, LEGO, and Philips.

The Essentials of Marketing Research (Paperback, 3rd New edition): Lawrence S Silver, Robert E. Stevens, Bruce Wrenn, David L... The Essentials of Marketing Research (Paperback, 3rd New edition)
Lawrence S Silver, Robert E. Stevens, Bruce Wrenn, David L Loudon
R1,847 Discovery Miles 18 470 Ships in 10 - 15 working days

Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy. The Essentials of Marketing Research guides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics, including: Secondary research and data mining Internet marketing research Qualitative and exploratory research Statistical analysis Marketing research ethics With learning objectives at the beginning of each chapter, a host of cases and a comprehensive companion website, this book offers a range of tools to help students develop and test their research and analytical skills.

Pre-Suasion - A Revolutionary Way to Influence and Persuade (Paperback): Robert Cialdini Pre-Suasion - A Revolutionary Way to Influence and Persuade (Paperback)
Robert Cialdini
R426 R348 Discovery Miles 3 480 Save R78 (18%) Ships in 7 - 11 working days
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