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Jingdong book

营销调研基础:结合社会化媒体(第4版)

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营销调研基础:结合社会化媒体(第4版)

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纳雷希·马尔霍特拉编写的《营销调研基础(结合社会化媒体第4版)》是国外最好的营销调研教材之一,适合普通高校营销学师生作为教材选用。本书重点探讨了国际营销调研、新兴技术、实用伦理学等方面的最新趋势。充分体现了对当前环境形势的认识。
此外。网络营销调研的应用贯穿本书的始终。这也正是本书的新颖和领先之处。
本书通过大量的案例介绍使学生近距离接触商业世界,了解市场的日常实践。穿插于本书每一章中的“开篇案例”栏目。进一步描述了现实环境下的营销调研概念。“体验式学习”栏目为学生提供了大量的动手研究机会以积累实践经验。调研实例、案例分析以及视频案例研究都是很好的学习工具,进一步加强了本书的广泛应用和管理导向。特别值得注意的是,本书还增加了综合性批判思维案例以及一些其他案例,里面含有大量调查问卷和结果数据。本书中的各章节含有很多图表、示图、概念图。对提高学习能力有很大帮助。所有章节概念合理,技术准确,以简洁明了的语言描述了基础营销调研概念。本书擅长使用定性概念,运用SPSS、Excel和其它统计软件向学生教授必要的量化知识与技能。
Catalogue

第1篇
第1章 市场营销调研概述
1.1 本章概要
1.2 市场营销调研的定义
1.3 市场营销调研的分类
1.4 市场营销调研的过程
1.5 市场营销调研在营销决策中的作用
1.6 营销调研和竞争情报
1.7 如何作出开展市场营销调研的决策
1.8 营销调研行业的概述
1.9 选择调研供应商
1.10 市场营销调研中的职业
1.11 市场营销调研在MIS和DSS中的作用
1.12 基于开篇案例的总结说明
1.13 针对当代问题的应用
1.14 SPSS窗口与Excel
1.15 本章内容总结
重要术语与概念
推荐案例和视频案例
调研实践:开展一项营销调研项目
首字母缩略词
复习题
应用题
小组讨论
惠普公司运营案例
参考文献
第2章 定义市场营销调研问题与确定调研方法
2.1 本章概要
2.2 问题定义的重要性
2.3 定义问题和确定调研方法的过程
2.4 问题定义所涉及的任务
2.5 问题的环境背景
2.6 管理决策问题和营销调研问题
2.7 定义营销调研问题
2.8 调研方法的组成
2.9 基于开篇案例的总结说明
2.10 国际市场营销调研
2.11 营销调研与社会化媒体
2.12 营销调研道德
2.13 SPSS窗口
2.14 本章内容总结
重要术语与概念
推荐案例和视频案例
调研实践:开展一项营销调研项目
首字母缩略词
复习题
应用题
小组讨论
惠普公司运营案例
参考文献

第2篇 调研设计的制定
第3章 调研设计
3.1 本章概要
3.2 调研设计的定义
3.3 调研设计的分类
3.4 探索性调研设计
3.5 描述性调研
3.6 因果调研
3.7 探索性调研、描述性调研及因果调研间的关系
3.8 调研设计的制定程序
3.9 调研设计和营销调研的价值
3.10 项目预算和进度安排
3.11 营销调研计划书
3.12 基于开篇案例的总结说明
3.13 国际市场营销调研
3.14 营销调研与社会化媒体
3.15 营销调研道德
3.16 本章内容总结
重要术语与概念
推荐案例和视频案例
……、
第3篇 数据收集、分析与报告

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