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Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.


O książce

Kompleksowe omówienie zasad marketingu szeptanego.


Spis treści

1 Introduction : welcome to the grapevine 1
   Bardo, your average unique consumer 11
2 Who talks about products and why? 15
   Andie, attack marketer 35
3 Word-of-mouth is not buzz 39
   Launch day 63
4 How word-of-mouth proliferates 67
   Who's your maven? 85
5 The myth of the influentials 91
   At the barbecue 107
6 Word-of-mouth storytelling 113
   A pimple on sparkly perfect 131
7 The weird value of negativity    137
   Bardo the loyalist 155
8 What's next for word-of-mouth? 161
   Final review 179
   Deep inside the hive : more reports from the BzzAgents 185

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Autorzy opisują podstawowe zagadnienia z zakresu badań marketingowych, takie jak: projektowanie badania, zbiór danych i ich analiza.

Spis treści

PART ONE: AN INTRODUCTION TO MARKETING RESEARCH.

The Role of Marketing Research in Management Decision Making.
Problem Definition and the Research Process.

PART TWO. CREATING A RESEARCH DESIGN.

Secondary Data and Databases.
Qualitative Research.
Survey Research: The Profound Impact of the Internet.
Primary Data Collection: Observation.
Primary Data Collection: Experimentation.

PART THREE. DATA ACQUISITION.

The Concept of Measurement and Attitude Scales.
Questionnaire Design.
Basic Sampling Issues.
Sample Size Determination.

PART FOUR. DATA ANALYSIS.

Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences.
Bivariate Correlation and Regression.

PART FIVE. MARKETING RESEARCH IN ACTION.

Communicating the Research Results.
Managing Marketing Research and Research Ethics.
Appendix. Statistical Tables.

Stan

Książka wygląda jak nowa.

O książce

Zbiór opisów przypadków z różnych obszarów PR.

Spis treści

1. The Purpose of Public Relations.

2. How Public Relations Deals with Problems and Opportunities.

3. Employee Relations.

AIDS in the Workplace.
Employee Statisfaction Means Customer Satisfaction.
Sohio's Monster Moving Day.
Motorola's Quest for Quality.
Where Profit Comes First: A New Management Style?

4. Community Relations.

A Continental Community Relations Challenge Toronto Dominion Bank.
Chemical Industry Takes Responsibility for Community.
Medical Service Provides Community Service.
The Struggle for Nuclear Power.
Nuclear Waste Goes Down the Drain.
Volunteer Programs Improve the Quality of Life.

5. Investor Relations.

A Classic: On Wall Street, Inside Information Is Profitable.
A Classic: Nader Takes on General Motors.
A City Divided: SDG&E Takeover.
The Seamless Web: How Relations with Other Publics Affects Investor Relations.

6. Consumer Relations.

The Changing Kingdom of Coors.
The Hamburger Wars.
A Classic: Tylenol Rides it Out and Gains a Legacy.
Putting On a New Face.
Customer Satisfaction: How Wal-Mart and L.L. Bean have Translated it from Buzzword to Behavior.

7. Media Relations.

NASSP: News Media as a Feedback Source.
Alar & PR: Getting to the Core of the Apple Problem.
Nightmare in Newfoundland.
The Lights Go Back On at an Electric Utility.
A Classic: Building Media Relationships that Pay.

8. Public Issues and Concerns, Private Interests and Campaigns.

Values on a Collision Course.
Reproductive Rights and the Abortion Issue.
Take Your Choice--Tobacco or Health.
Guns...For Whom? For What?
The Colossal Effort to Advance Beyond War.
Building Support for the Centerpiece of Democracy.
Free the Texas Shopper!
Mothers Against Drunk Driving--MADD.
Whose Right to Know What?: AIDS and Condoms in Schools.

9. Crisis Management.

Beer and Cookies: Rumor and Reality.
Bhopal and Valdez: Corporate Crises of Epic Proportions.
Building Grassroots Support to Avoid Bankruptcy.
Established Relationships Save a Landmark Company.
Whose Rights Are They?

10. Standards, Ethics, and Values.

Fund-Raising--A Question of Trust.
A Classic: Baby Formula Raises Questions.
Ethics Woven into the Decision-Making Process.
Disarming the Critics and Making Friends.
Breast Implants and Dow Corning: Dealing with the Perception of Deception.
Political Correctness: Is It Just a Polite Way to Restrict Freedom of Speech?
The Mammography Issue: The Effect of a Triggering Event.

11. Career Preparation.

Index.

Stan

Minimalne ślady używania na okładce. Wewnątrz jedno lub dwa zaznaczenia.

O książce

A spirited exploration of the culture created when advertising becomes not just a central institution, but the central institution.

Twitchell eloquently excoriates the standard dull rants about the evils of commercialism. In true postmodern fashion, he argues that there can be no meaningful division between high art and advertising. . . . Not a single page is without a cleverly turned sentence, thought-provoking remark, or outrageous conclusion. (Wired)

Spis treści

Preface

1 Plop, Plop, Fizz, Fizz: American Culture Awash in a Sea of Advertising 1
2 We Build Excitement: The Delivery of Adcult 53
3 Strong Enough for a Man But Made for a Woman: The Work of Adcult 109
4 Halo Everybody, Highlow: Adcult and the Collapse of Cultural Hierarchy 179
5 Takes a Licking, But Keeps on Ticking: The Future of Adcult 229

Selective Bibliography 255
Index 263

Stan

Książka wygląda jak nowa. Wewnątrz bez zaznaczeń.

O książce

Michael Weiss expands on the geodemographics of The Clustering of America with this fascinating look at the sixty-two new lifestyle "clusters" that define who we are by what we buy. Clustering has become a widely accepted business concept throughout the world, revealing a global village of people who have more in common with foreigners of the same cluster than they do with their fellow countrypeople.

Stan

Minimalne ślady używania na okładce. Zaznaczenia na paru stronach.

O książce

Now available in a significantly updated second edition featuring two new chapters, Social Communication in Advertising remains the most comprehensive historical study of advertising and its function within contemporary society. It traces advertising's influence within three key social domains: the new commodities industry; popular culture; and the mass media which manages the constellation of images that unifies all three.

Stan

Minimalne ślady używania na okładce. Bez zaznaczeń.

O książce

Why is BASIC MARKETING RESEARCH the best-selling marketing textbook? Because it's written to your perspective as a student. Authors Churchill and Brown know that for a marketing textbook to be effective, students have to be able to understand it. And they've achieved that time and again. This edition is packed with the features that made it a best-seller in the first place, from study tools to updated content to an easy-to-read writing style. Plus, in this volume you'll learn more about how experts gather data and how to use it yourself to turn greater profits.

Spis treści

Part I. Introduction to Marketing Research and Problem Definition.

1. Role of Marketing Research.
2. Gathering Marketing Intelligence.
3. Process of Marketing Research.
4. Problem Formulation.

Part II. Research Design.

5. Types of Research Design and Exploratory Research.
6. Descriptive and Causal Research Designs.

Part III. Data-Collection Methods.

7. Secondary Data.
8. Standardized Marketing Information Services.
9. Collecting Primary Data.
10. Collecting Information by Questionnaire.
11. Collecting Information by Observation.

Part IV. Data Collection Forms.

12. Designing the Questionnaire or Observation Form.
13. Measurement Basics.
14. Measuring Attitudes, Perceptions, and Preferences.

Part V. Sampling and Data Collection.

15. Types of Samples and Simple Random Sampling.
16. Stratified and Cluster Sampling.
17. Sample Size.
18. Collecting the Data: Field Procedures and Nonsampling Errors.

Part VI. Data Analysis.

19. Data Analysis: Preliminary Steps.
20. Data Analysis: Examining Differences.
21. Data Analysis: Investigating Associations.

Part VII. Research Reports.

22. The Written Research Report.
23. The Oral Research Report.