Language : English
Published : 2012-02-13
Pages : 532
Marketing Research for Beginners
This book is aimed at providing students and corporate professionals with some understanding of the basic principles of marketing research. By setting the foundation of the necessary skills to conduct research in the market place, readers will learn how to gather valid information for better managerial decision-making.
While most books written on Marketing Research tend to adopt either an academically rigorous or generalist approach to the topic, Marketing Research for Beginners: A Practical Handbook targets readers who may or may not have any prior knowledge and experience with its requirements. Furthermore, it is designed to assist beginners in carrying out marketing research in a quick, dirty and painless way, especially for those who lack the motivation for it, but have been tasked to conduct some form of it. It uses a straightforward, direct and easy-to-follow writing style to discuss the common research woes that students, business executives and professionals face in the research process.
Its writing style and design are intended to maximize readers appreciation of research. A problemsolving approach through the use of in-case activities and questions is used to facilitate readers learning experiences. As a handbook for beginners , the content will not only help beginners get started with marketing research, but also provide step-by-step instructions to hand-hold them in their research.
Advertising Promotion and Other Aspects of Integrated Marketing Communications: South African Edition 1st Edition
Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, South African Edition provides a contemporary view of the role and importance of marketing communications. Emerging topics such as the enormous popularity of social media outlets, online and digital practices, viral communications, and personal selling – along with all of their effects on traditional marketing – are also discussed in this edition.
Bringing a sharp awareness of the turbulence of global business and change, Thompson, Scott and Martin present a comprehensive introduction to modern strategy. Secure your understanding of tomorrow’s business world using this established yet forward-looking textbook and its host of dynamic learning features.
About the Author
Frank Martin is a Senior Teaching Fellow in Entrepreneurship in the Business & Organisation Division at the University of Stirling. He is also a Senior Honorary Research Fellow John L Thompson is Professor of Strategic Management at the University of Huddersfield, UK.
The second edition of this text has been thoroughly updated, continuing its strong emphasis on the importance of the Asian region to contemporary Australian and New Zealand organisations. Many Asian case examples are featured to illustrate key management concepts, and these provide a useful basis for comparison with management practices in Australia and New Zealand. Numerous practical examples throughout the text highlight contemporary management issues, such as: * workplace diversity * sustainability * ethics/corporate social responsibility * the impact of technology * innovation in the workplace * globalisation * employee engagement * flexible working arrangements * work-life balance * generational issues in the workplace * skills shortages in various industries * the importance of effective employee recruitment and training * organisational culture * workforce flexibility and casualisation * the ’24/7′ nature of contemporary communication technology, including social media * outsourcing Management, Foundation and Applications, 2nd Asia-Pacific edition, has also retained the features that made its previous edition so popular with students and lecturers, including the Career Readiness Workbook activities at the end of the book, and the accompanying Interactive Study Guide with its vast array of multimedia resources.
A new approach to learning the principles of management, MGMT 2 is the second Asia???Pacific edition of a proven, innovative solution to enhance the learning experience. Concise yet complete coverage supported by a suite of online learning aids equips students with the tools required to successfully undertake an introductory management course. Paving a new way to both teach and learn, MGMT 2 is designed to truly connect with today’s busy, tech-savvy student. Students have access to online interactive quizzing, videos, podcasts, flashcards, case studies, games and more. An accessible, easy-to-read text along with tear out review cards completes a package which helps students to learn important concepts faster. MGMT 2 delivers a fresh approach to give students what they need and want in a text.