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Qualitative marketing research : understanding consumers behaviour/ Dominika Maison.

Por: Tipo de material: TextoTextoSeries Business & ManagementEditor: Abingdon, Oxon ; New York, NY : Routledge, ©2019Descripción: 237 páginas : ilustraciones ; 24 x 17 cmTipo de contenido:
  • texto
Tipo de medio:
  • sin medio
Tipo de soporte:
  • volumen
ISBN:
  • 9780429467028 (ebk)
Tema(s): Clasificación LoC:
  • HF 5415.2 M23 2019
Recursos en línea: Resumen: "This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader context of marketing and managerial decisions, consumer psychology and contemporary knowledge about unconscious and automatic processes. Different types of qualitative marketing research methods are examined, from the classic focus group interview (FGI) and individual in-depth interview (IDI), to more cutting-edge methods such as ethnography or bulletin boards, which enable marketing researchers to discover and understand real consumer motivations, needs, values, and attitudes. With numerous international case studies, including PepsiCo, Unilever, Danone, Nestle, Aviva and Citibank, the book is uniquely practical in its approach. It is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology."--P. 4
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Libros para consulta en sala Libros para consulta en sala Biblioteca Antonio Enriquez Savignac Biblioteca Antonio Enriquez Savignac COLECCIÓN RESERVA HF 5415.2 M23 2019 (Navegar estantería(Abre debajo)) 1 Tránsito Gastronomía 040925
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"This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader context of marketing and managerial decisions, consumer psychology and contemporary knowledge about unconscious and automatic processes. Different types of qualitative marketing research methods are examined, from the classic focus group interview (FGI) and individual in-depth interview (IDI), to more cutting-edge methods such as ethnography or bulletin boards, which enable marketing researchers to discover and understand real consumer motivations, needs, values, and attitudes. With numerous international case studies, including PepsiCo, Unilever, Danone, Nestle, Aviva and Citibank, the book is uniquely practical in its approach. It is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology."--P. 4

PG

NUEVOSGASTRO

  • Universidad del Caribe
  • Con tecnología Koha