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其他書名
Applications in Marketing
出版SAGE, 2008-05-30
主題Business & Economics / Marketing / GeneralBusiness & Economics / Consumer BehaviorBusiness & Economics / Marketing / Research
ISBN14129343039781412934305
URLhttp://books.google.com.hk/books?id=DYDuX-W54GwC&hl=&source=gbs_api
EBookSAMPLE
註釋Until now Masters and MBA students have been under-served by books on consumer behaviour. Written by a trusted and respected academic this book includes the psychological and social issues that students cover on their course along with exploration of more quantitative approaches to marketing research and `evidence based' marketing solutions.

Readers are supported by pedagogical features such as thought-provoking mini-cases drawn from international sources and accompanying exercises that will draw out key ideas and help consolidate their learning. A website to support the book has an Instructor's Manual that offers PowerPoint slides and answers to the mini cases exercises.