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Check for Availabilityout of stock. Click on the button below to search for this title in other formats.  Other titles in the McGraw-Hill/Irwin Series in Marketing series:
Internet Marketing Intelligence: Research Tools, Techniques, and Resources
Synopses & ReviewsPublisher Comments:For market researchers, the question is not should they use the Internet, but rather how they should use the Internet. Internet Marketing Intelligence: Research Tools, Techniques & Resources, 1/e, shows researchers exactly how to do this. This specialized, practically focused, succinct, flexible, “how-to” text shows researchers how to document the resources, delineate the tools, and to demonstrate the techniques utilized when conducting marketing research on and through the Internet.
Traditional marketing courses continue to introduce the “e” factor into their classrooms as the Internet integrates itself into these subject areas, and, unlike other texts in this area, Internet Marketing Intelligence provides in-depth coverage of online market research concepts and techniques that help marketing students obtain timely and accurate information necessary to orchestrate the marketing mix. Using a step-by-step approach, the text demonstrates how to utilize the Internet to target customers and create and implement marketing plans. The foundations (“whens, wheres & hows”) of how the Internet assists marketing practitioners in their essential tasks of gathering, evaluating and applying marketing intelligence is also explored both in the text. Regular updates on the Internet Marketing Intelligence website-http://www.mhhe.com/forrest keeps the text materials current and relevant.nd relevant.nd relevant. Synopsis:Internet Marketing Intelligence outlines the research tasks and tools available to market researchers today. This essential guide introduces a step-by-step approach to utilizing the Internet to target customers and create successful marketing plans. Researchers will learn how to properly document resources, delineate tools, and take advantage of newsgroups, discussion lists, search engines, and more. About the AuthorEdward Forrest works at the University of Alaska-Anchorage. Table of Contents Chapter 1: Marketing Research: Established Traditions and Emerging Trends Chapter 3: Personal Intelligence Chapter 5: Consumer Intelligence Chapter 7: Internet Surveys Chapter 9: Applied Research Methods for Newsgroups and Discussion Chapter 11: Web Sites, Sources and Data¿Reliability and Validity | |||
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