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Internet Marketing Intelligence: Research Tools, Techniques, and Resources (Маркетинговая разведка в Интернет: инструменты исследования, техника и ресурсы)

Опубликовано на портале: 25-11-2003
New York: McGraw-Hill, 2002, 224 с.
Тематический раздел:
Internet Marketing Intelligence: Research Tools, Techniques & Resources, 1/e, shows researchers exactly how to use the Internet. Internet Marketing Intelligence provides in-depth coverage of online market research concepts and techniques that help marketing students obtain timely and accurate information necessary to orchestrate the marketing mix. Using a step-by-step approach, the text demonstrates how to utilize the Internet to target customers and create and implement marketing plans. The foundations (whens, wheres & hows) of how the Internet assists marketing practitioners in their essential tasks of gathering, evaluating and applying marketing intelligence is also explored both in the text.

Представленная книга показывает исследователям, как использовать Интернет. Автор рассматривает концепции и техники онлайновых исследований рынка, которые помогут студентам, изучающим маркетинг, получать своевременную и точную информацию, необходимую для управления комплексом маркетинга. Книга будет полезна практикам, решающим задачи разведки рынка.

Chapter 1: Marketing Research: Established Traditions and Emerging Trends
Chapter 2: Internet Search and Re-search
Chapter 3: Personal Intelligence
Chapter 4: Environmental Intelligence
Chapter 5: Consumer Intelligence
Chapter 6: Competitive Intelligence
Chapter 7: Internet Surveys
Chapter 8: An Introduction to Internet Newsgroups
Chapter 9: Applied Research Methods for Newsgroups and Discussion
Chapter 10: Online Focus Groups
Chapter 11: Web Sites, Sources and DataReliability and Validity
Chapter 12: Ethical Concerns and Legalities