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Stan

Minimalne ślady używania na okładce. Wewnątrz zaznaczenia na paru stronach.

O książce

Jedna z najlepszych na rynku analiza zachowań konsumenckich w branży odzieżowej.

Spis treści

Preface 

Pt. I Introduction 1

1 Introduction to Fashion Concepts, Fashion Theories, and Consumer Behavior 1
2 Cultural Influences on Consumer Behavior 36
3 The Creation and Diffusion of Fashion Consumer Culture 77

Pt. II Consumer Characteristics and Fashion Implications 107

4 Individual Consumer Dynamics: Motivation and Values 107
5 Individual Consumer Dynamics: The Self 140
6 Demographic Subcultures: Age, Race, Ethnicity 177
7 Demographic Subcultures: Income and Social Class 217
8 Psychographics: Personality, Attitudes, and Lifestyle 249
9 Consumer Perceptions 289

Pt. III Fashion Communication and Decision Making 321

10 Fashion Communication 321
11 Individual and Household Decision Making 351
12 Group Influence and Fashion Opinion Leadership 391
13 Buying and Disposing 430

Pt. IV Ethics and Consumer Protection 467

14 Ethics, Social Responsibility, and Environmental Issues 467
15 The Role of Government and Business in Consumer Protection 499

Index 531

Stan

Minimalne slady 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

Pt. I Nature and Scope of Marketing Research

Ch. 1 A Decision-Making Perspective on Marketing Research 1
Ch. 2 Marketing Research in Practice 22
Ch. 3 The Marketing Research Process 41
Ch. 4 Research Design and Implementation 71

Pt. II Data Collection

Ch. 5 Secondary Sources of Marketing Data 105
Ch. 6 Standardized Sources of Marketing Data 132
Ch. 7 Marketing Research on the Internet 160
Ch. 8 Information Collection: Qualitative and Observational Methods 186
Ch. 9 Information from Respondents: Issues in Data Collection 217
Ch. 10 Information from Respondents: Survey Methods 234
Ch. 11 Attitude Measurement 272
Ch. 12 Designing the Questionnaire 306
Ch. 13 Experimentation 337
Ch. 14 Sampling Fundamentals 372
Ch. 15 Sample Size and Statistical Theory 405

Pt. III Data Analysis

Ch. 16 Fundamentals of Data Analysis 438
Ch. 17 Hypothesis Testing: Basic Concepts and Tests of Associations 461
Ch. 18 Hypothesis Testing: Means and Proportions 482

Pt. IV Special Topics in Data Analysis

Ch. 19 Correlation Analysis and Regression Analysis 523
Ch. 20 Discriminant and Canonical Analysis 559
Ch. 21 Factor and Cluster Analysis 582
Ch. 22 Multidimensional Scaling and Conjoint Analysis 615
Ch. 23 Presenting the Results 645

Pt. V Applications

Ch. 24 Traditional Applications of Marketing Research: Product Price, Distribution, and Promotion 664
Ch. 25 Contemporary Applications of Marketing Research 706
Ch. 26 Emerging Applications of Marketing Research: Database Marketing and Relationship Marketing 731

Appendix: Tables 749
Glossary 757
Index 767

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 slady używania na okładce. Wewnątrz zaznaczenia na paru stronach.

O książce

Cenione przez praktyków omówienie podstawowych zagadnień PR, bogato ilustrowane przykładami działań znanych marek.

Spis treści 

1 What is public relations, anyway? 1
2 The growth of public relations 22
3 Communication 45
4 Public opinion 64
5 Management 83
6 Ethics 108
7 The law 128
8 Research 148
9 Print media relations 173
10 Electronic media relations 201
11 Employee relations 219
12 Multicultural community relations 242
13 Government relations 267
14 Consumer relations 292
15 International relations 310
16 Public relations writing 328
17 Integrated marketing communications 356
18 Public relations and the Internet 378
19 Crisis management 400

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Dzięsiąte wydanie klasycznego tekstu Philipa Kotlera. Pozycja obowiązkowa dla wszystkich zainteresowanych marketingiem.

Spis treści

Each chapter concludes with a Summary, Applications, and Notes.

I. UNDERSTANDING MARKETING MANAGEMENT.

1. Marketing in the Twenty-first Century.

Marketing Tasks. Marketing Concepts and Tools. Company Orientations Toward the Marketplace. How Business and Marketing are Changing.

2. Building Customer Satisfaction, Value, and Retention.

Defining Customer Value and Satisfaction. The Nature of High- Performance Businesses. Delivering Customer Value and Satisfaction. Attracting and Retaining Customers. Customer Profitability: The Ultimate Test. Implementing Total Quality Management.

3. Winning Markets: Market-Oriented Strategic Planning.

Corporate and Division Strategic Planning. Business Strategic Planning. The Marketing Process. Product Planning: The Nature and Contents of a Marketing Plan. Marketing Planning for the 21st Century.

II. ANALYZING MARKETING OPPORTUNITIES.

4. Gathering Information and Measuring Market Demand.

The Components of a Modern Marketing Information System. Internal Records System. Marketing Intelligence System. Marketing Research System. Marketing Decision Support System. An Overview of Forecasting and Demand Measurement.

5. Scanning the Marketing Environment.

Analyzing Needs and Trends in the Macroenvironment. Identifying and Responding to the MajorMacroenvironment Forces.

6. Analyzing Consumer Markets and Buyer Behavior.

A Model of Consumer Behavior. The Major Factors Influencing Buyer Behavior. The Buying Decision Process. The Stages of the Buying Decision Process.

7. Analyzing Business Markets and Business Buying Behavior.

What is Organizational Buying? Participants in the Business Buying Process. The Purchasing-Procurement Process. Institutional and Government Markets.

8. Dealing with the Competition.

Identifying Competitors. Analyzing Competitors. Designing the Competitive Intelligence System. Designing Competitive Strategies. Balancing Customer and Competitor Orientations.

9. Identifying Market Segments and Selecting Target Markets.

Levels and Patterns of Market Segmentation. Segmenting Consumer and Business Markets. Market Targeting.

III. DEVELOPING MARKETING STRATEGIES.

10. Positioning the Market Offering through the Product Life Cycle.

How to Differentiate. Differentiation Tools. Developing and Communicating a Positioning Strategy. Product Life Cycle Marketing Strategies. Market Evolution.

11. Developing New Products.

Challenges in New Product Development. Effective Organizational Arrangements. Managing the Development Process: Ideas. Managing the Development Process: Concept to Strategy. Managing the Development Process: Development to Commercialization. The Consumer-Adoption Process.

12. Designing Global Market Offerings.

Deciding Whether to go Abroad. Deciding Which Markets to Enter. Deciding How to Enter the Market. Deciding on the Marketing Program. Deciding on the Marketing Organization.

IV. MAKING MARKETING DECISIONS.

13. Managing Product Lines and Brands.

The Product and the Product Mix. Product-Line Decisions. Brand Decisions. Packaging and Labeling.

14. Designing and Managing Services.

The Nature of Services. Marketing Strategies for Service Firms. Managing Product Support Services.

15. Designing Pricing Strategies and Programs.

Setting the Price. Adapting the Price. Initiating and Responding to Price Changes.

V. MANAGING AND DELIVERING MARKETING PROGRAMS.

16. Managing Marketing Channels.

What Work is Performed by Marketing Channels? Channel-Design Decisions. Channel-Management Decisions. Channel Dynamics.

17. Managing Retailing, Wholesaling, and Market Logistics.

Retailing. Wholesaling. Market Logistics.

18. Managing Integrated Marketing Communications.

The Communication Process. Developing Effective Communications. Deciding on the Marketing Communications Mix. Managing and Coordinating Integrated Marketing Communications.

19. Managing Advertising, Sales Promotion, Public Relations.

Developing and Managing an Advertising Program. Deciding on Media and Measuring Effectiveness. Sales Promotion. Public Relations.

20. Managing the Sales Force.

Designing a Sales Force. Managing the Sales Force. Principles of Personal Selling.

21. Managing Direct and Online Marketing.

The Growth and Benefits of Direct Marketing. Customer Databases and Indirect Marketing. Major Channels for Direct Marketing. Marketing in the 21st Century: Electronic Commerce. Public and Ethical Issues in Direct Marketing.

22. Managing the Total Marketing Effort.

Trends in Company Organization. Marketing Organization. Marketing Implementation. Evaluation and Control.

Credits.
Name Index.
Company/Brand Index.
Subject Index.