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O książce

Autorzy koncentrują się na segmentacji, wynikach badań i wpływie Internetu na zachowania konsumenckie (sposoby zbierania informacji przez potencjalnych klientów). 32 mini case'y pokazują jak zastosować teoretyczne rozważania w badaniu postaw konsumenckich oraz dopasowywaniu do nich strategii marketingowych.

Spis treści

PART I. INTRODUCTION.

1. Introduction: Diversity in the Marketplace.
2. Consumer Research.
3. Market Segmentation.

PART II. THE CONSUMER AS AN INDIVIDUAL.

4. Consumer Motivations.
5. Personality and Consumer Behavior.
6. Consumer Perception.
7. Consumer Learning.
8. Consumer Attitude Formation and Change.
9. Communication and Consumer Behavior.

PART III. CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS.

10. Reference Groups and Family Influences.
11. Social Class and Consumer Behavior.
12. The Influence of Culture on Consumer Behavior.
13. Subcultures and Consumer Behavior.
14. Cross-Cultural Consumer Behavior: An International Perspective.

PART IV. THE CONSUMER'S DECISION MAKING PROCESS.

15. Consumer Influence and the Diffusion of Innovations.
16. Consumer Decision Making.

Glossary.
Company Index.
Name Index.
Subject Index.
Credits.

Stan

Niewielkie ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Spojrzenie "makro-mikro-makro" na badania marketingowe i ich wpływ na działania marketingowe firmy. Tekst zaczyna się (makro) opisem badań marketingowych, narzędzi i podstawowych teorii oraz ich użyteczności dla działań firmy. Następnie (mikro) czytelnik ma okazję zapoznać się ze szczegółowym opisem sprocesów badawczych, takich jak: wybór i projektowanie narzędzi badawczych, przeprowadzanie badania, analiza danych.

Dla studentów i praktyków.

Spis treści

Ch. 1 A Decision-Making Perspective on Marketing Intelligence 1
Ch. 2 Marketing Research in Practice 26
Ch. 3 The Marketing Research Process 43
Ch. 4 Research Design and Implementation 73
Ch. 5 Secondary Sources of Marketing Data 105
Ch. 6 Standardized Sources of Marketing Data 131
Ch. 7 Marketing Research on the Internet 160
Ch. 8 Information Collection: Qualitative and Observational Methods 188
Ch. 9 Information from Respondents: Issues in Data Collection 226
Ch. 10 Information from Respondents: Survey Methods 242
Ch. 11 Attitude Measurement 281
Ch. 12 Designing the Questionnaire 312
Ch. 13 Experimentation 340
Ch. 14 Sampling Fundamentals 372
Ch. 15 Sample Size and Statistical Theory 402
Ch. 16 Fundamentals of Data Analysis 432
Ch. 17 Hypothesis Testing: Basic Concepts and Tests of Associations 453
Ch. 18 Hypothesis Testing: Means and Proportions 472
Ch. 19 Correlation Analysis and Regression Analysis 509
Ch. 20 Discriminant and Canonical Analysis 541
Ch. 21 Factor and Cluster Analysis 562
Ch. 22 Multidimensional Scaling and Conjoint Analysis 593
Ch. 23 Presenting the Results 620
Ch. 24 Traditional Applications of Marketing Research: Product, Price, Distribution, and Promotion 637
Ch. 25 Contemporary Applications of Marketing Research: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality Management 676
Ch. 26 Emerging Applications of Marketing Intelligence: Database Marketing, E-Commerce, Relationship Marketing, and Marketing Intelligence 702

Glossary 753
Index 763

Stan

Minimalne ślady uzywania na okładce. Wewnątrz kilka zaznaczeń.


O książce

Podstawy zarządzania marką, opisane przez jednego z najwybitniejszych specjalistów w tej dziedzinie. Lektura obowiążkowa dla wszystkich, którzy zajmują się brandingiem.


Spis treści

Preface and Acknowledgments

1. What Is Brand Equity?

The Ivory Story
The Role of Brands
Brand-Building Neglect
The Role of Assets and Skills
What Is Brand Equity?
What Is the Value of a Brand?
Brand Value Based upon Future Earnings
Issues in Managing Brand Equity
The Plan of the Book

2. Brand Loyalty

The MicroPro Story
Brand Loyalty
Measuring Brand Loyalty
The Strategic Value of Brand Loyalty
Maintaining and Enhancing Loyalty
Selling Old Customers Instead of New Ones

3. Brand Awareness

The Datsun-Becomes-Nissan Story
The GE-Becomes-Black & Decker Story
What Is Brand Awareness?
How Awareness Works to Help the Brand
The Power of Old Brand Names
How to Achieve Awareness

4. Perceived Quality

The Schlitz Story
What Is Perceived Quality?
How Perceived Quality Generates Value
What Influences Perceived Quality?

5. Brand Associations: The Positioning Decision

The Weight Watchers Story
Associations, Image, and Positioning
How Brand Associations Create Value
Types of Associations

6. The Measurement of Brand Associations

The Ford Taurus Story
What Does This Brand Mean to You?
Scaling Brand Perceptions

7. Selecting, Creating, and Maintaining Associations

The Dove Story
The Honeywell Story
Which Associations
Creating Associations
Maintaining Associations
Managing Disasters

8. The Name, Symbol, and Slogan

The Volkswagen Story
Names
Symbols
Slogans

9. Brand Extensions: The Good, the Bad, and the Ugly

The Levi Tailored Classics Story
The Good: What the Brand Name Brings to the Extension
More Good: Extensions Can Enhance the Core Brand
The Bad: The NameFails to Help the Extension
The Ugly: The Brand Name Is Damaged
More Ugly: A New Brand Name Is Foregone
How to Go About It
Strategy Considerations

10. Revitalizing the Brand

The Yamaha Story
Increasing Usage
Finding New Uses
Entering New Markets
Repositioning the Brand
Augmenting the Product/Service
Obsoleting Existing Products with New-Generation Technologies
Alternatives to Revitalization: The End Game

11. Global Branding and a Recap

The Kal Kan Story
The Parker Pen Story
A Global Brand?
Targeting a Country
Analyzing the Context
A Recap
Notes
Index

Stan książki

Niewielkie ślady używania. Wewnątrz jedno lub dwa zaznaczenia.

O książce

Tekst omawia najpopularniejsze teorie wyjaśniające zachowania
konsumentów i pokazuje potrzebę rozumiania zachowania konsumentów w formułowaniu strategii marketingowej. Podręcznik skupia się nie tylko na zachowaniach amerykańskich konsumentów. Pokazuje style konsumpcji z różnych stron świata i omawia różnice kulturowe. Podręcznik pokazuje także wpływ Internetu na zachowania konsumentów. Książka skierowana
zarówno do studentów, jak i osób zawodowo zajmujących się marketingiem.

Polskie tłumaczenie tego tytułu jest oparte na wydaniu szóstym.

Spis treści

Ch. 1 Consumers rule 4
Ch. 2 Perception 46
Ch. 3 Learning and memory 82
Ch. 4 Motivation and values 116
Ch. 5 The self 154
Ch. 6 Personality and lifestyles 194
Ch. 7 Attitudes 232
Ch. 8 Attitude change and interactive communications 264
Ch. 9 Individual decision making 302
Ch. 10 Buying and disposing 340
Ch. 11 Group influence and opinion leadership 378
Ch. 12 Organizational and household decision making 414
Ch. 13 Income and social class 450
Ch. 14 Ethnic, racial, and religious subcultures 482
Ch. 15 Age subcultures 510
Ch. 16 Cultural influences on consumer behavior 540
Ch. 17 The creation and diffusion of global consumer culture 568

Stan

Książka wygląda jak nowa.

O książce

Jeden z najpopularniejszych na rynku amerykańskim podręcznik do nauki badań marketingowych. Kompleksowe omówienie tematu, charakteryzujące się przystępną formą i wieloma przykładami działań rzeczywistych organizacji.

Spis treści

Part 1 Introduction
 
Chapter 1 The Role of Marketing Research 1
Chapter 2 Information Systems and Knowledge Management 25
Chapter 3 The Marketing Research Process 48
Chapter 4 The Human Side of Marketing Research: Organizational and Ethical Issues 70

Part 2 Beginning Stages of the Research Process
 
Chapter 5 Problem Definition and the Research Process 100
Chapter 6 Exploratory Research and Qualitative Analysis 119
Chapter 7 Secondary Data Research in a Digital Age 148

Part 3 Research Designs for Collecting Primary Data
 
Chapter 8 Survey Research: An Overview 185
Chapter 9 Survey Research: Basic Methods of Communication with Respondents 211
Chapter 10 Observation 249
Chapter 11 Experimental Research: An Overview 270
Chapter 12 Test Marketing and Complex Experiments 299

Part 4 Measurement Concepts

Chapter 13 Measurement 323
Chapter 14 Attitude Measurement 339
Chapter 15 Questionnaire Design 364

Part 5 Sampling and Fieldwork
 
Chapter 16 Sampling Designs and Sampling Procedures 415
Chapter 17 Determination of Sample Size: A Review of Statistical Theory 445
Chapter 18 Fieldwork 475

Part 6 Data Analysis and Presentation 

Chapter 19 Editing and Coding: Transforming Raw Data into Information 499
Chapter 20 Basic Data Analysis: Descriptive Statistics 524
Chapter 21 Univariate Statistical Analysis 555
Chapter 22 Bivariate Statistical Analysis: Tests of Differences 574
Chapter 23 Bivariate Statistical Analysis: Measures of Association 607
Chapter 24 Multivariate Statistical Analysis 631
Chapter 25 Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up 651

Part 7 Comprehensive Cases with Computerized Databases 

Appendix Statistical Tables 707
Glossary of Frequently Used Symbols 715
Glossary of Terms 716
Endnotes 729
Credits 739
Index 740

Stan

Książka wygląda jak nowa. Bez zaznaczeń.

O książce

Jeden z najpopularniejszych amerykańskich podręczników do nauki marketingu. Klarowny język, managerska perspektywa i kompleksowe omówienie działań marketingowych firmy to największe atuty tej książki. Do książki dołączona jest płyta CD oraz zbiór artykułów nt marketingu z prasy biznesowej.

Spis treści

1. Marketing's Value to Consumers, Firms and Society
2. Marketing Strategy Planning
3. Focusing Marketing Strategy with Segmentation and Positioning
4. Evaluating Opportunities in the Changing Marketing Environment
5. Demographic Dimensions of Global Consumer Markets
6. Behavioral Dimensions of the Consumer Market
7. Business and Organizational Customer and Their Buying Behavior
8. Improving Decisions with Marketing Information
9. Elements of Product Planning for Goods and Services
10. Product Management and New- Product Development
11. Place and development of Channel Systems
12. Distribution Customer Service and Logistics
13. Retailers, Wholesalers, and Their Strategy Planning
14. Promotion- Introduction to Integrated Marketing Communications
15. Personal Selling
16. Advertising and Sales Promotion
17. Pricing Objectives and Policies
18. Price Setting in the Business World
19. Implementing and Controlling Marketing Plans: Evolution and Revolution
20. Managing Marketing's Link with Other Functional Areas
21. Developing Innovative Marketing Plans
22. Ethical Marketing in Consumer-Oriented Societies: Appraisal and Challenges

Appendices:
A. Economics Fundamentals
B. Marketing Arithmetic
C. Career Planning in Marketing 

Stan

Niewielkie ślady używania na okładce. Kilka zaznaczeń.

O książce

This best-selling book is dedicated to the development of decision-making skills in marketing. It introduces concepts and tools useful in structuring and solving marketing problems, while extensive case studies provide an opportunity for those concepts and tools to be employed in practice. Consisting of 10 chapters and 43 cases that feature contemporary marketing perspectives and practices, this book covers the topics of marketing management: its foundations; financial aspects; decision-making and case analysis; opportunity analysis, market segmentation, and market targeting; product and service strategy and brand management; integrated marketing communication strategy and management; pricing strategy and management; the control process; and comprehensive marketing programs. For marketing executives and professionals.

Spis treści

1. Foundations of Strategic Marketing Management.
Appendix A: A Sample Marketing Plan.

2. Financial Aspects of Marketing Management.
3. Marketing Decision Making and Case Analysis.
4. Opportunity Analysis, Market Segmentation, and Market Targeting.
Sorzal Distributors. Jones-Blair Company. eBay's Globalization Strategy. Camar Automotive Hoist. Vector Marketing Corporation: Growth Drivers. Frito-Lay® Dips. South Delaware Coors, Inc.

5. Product and Service Strategy and Brand Management.
Dr. Pepper/Seven Up, Inc.: Squirt® Brand. Zoëcon Corporation: Insect Growth Regulators. Soft and Silky Shaving Gel. Perpetual Care Hospital: Downtown Health Clinic. Procter & Gamble, Inc.: Scope. Frito Lay Company: Cracker Jack. Swisher Mower and Machine Company: Evaluating a Private Brand Opportunity.

6. Integrated Marketing Communication Strategy and Management.
Carrington Furniture, Inc. (A). Carrington Furniture, Inc. (B). Cadbury Beverages, Inc.: Crush® Brand. Drypers Corporation: National Television Advertising Campaign. Craft Marine Corporation. Godiva Europe. Make-up Art Cosmetics Ltd.

7. Marketing Channel Strategy and Management.
Gateway, Inc. Golf Logix: Measuring the Game of Golf. Goodyear Tire and Rubber Company. Steel Door Technologies. Masterton Carpet Mills, Inc.

8. Pricing Strategy and Management.
Southwest Airlines. Superior Supermarkets: Everyday Low Pricing. Burroughs Wellcome Company: Retrovir. Leiber Light. Augustine Medical, Inc.: The Bair. Hugger® Patient Warming System. Texas Instruments: Global Pricing in the Semiconductor Industry.

9. Marketing Strategy Reformulation: The ControlProcess.
Affiniscape, Inc. Pharmacia & Upjohn, Inc.: Rogaine Hair Regrowth Treatment. The Circle K Corporation. 3M Telecom Systems Division: Fibrlok™ Splice. Macon Museum of Art.

10. Comprehensive Marketing Programs.
Nintendo--The Launch of Game Boy Color. Show Circuit Frozen Dog Dinner. Unilever Canada: Becel Margarine. Frito-Lay, Inc.: SunChips™ Multigrain Snacks. CIMA Mountaineering, Inc. Blair Water Purifiers India.

Appendix: Preparing a Written Case Analysis.