The Routledge Companion to Marketing Research
This single-volume reference provides an alternative to traditional marketing research methods handbooks, focusing entirely on the new and innovative methods and technologies that are transforming marketing research and practice. Including original contributions and case studies from leading global specialists, this handbook covers many pioneering methods, such as: Methods for the analysis of user- and customer-generated data, including opinion mining and sentiment analysisBig dataNeuroscientific techniques and physiological measuresVoice printsHuman-computer interactionEmerging approaches such as shadowing, netnographies and ethnographies Tr…
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Produktdetails
Weitere Autoren: Moutinho, Luiz (Hrsg.) / Stone, Merlin (Hrsg.) / Bagozzi, Richard P. (Hrsg.)
- ISBN: 978-1-134-82679-7
- EAN: 9781134826797
- Produktnummer: 36199349
- Verlag: Taylor & Francis Ltd.
- Sprache: Englisch
- Erscheinungsjahr: 2021
- Seitenangabe: 632 S.
- Plattform: PDF
- Abbildungen: 71 schwarz-weiße Abbildungen, 29 schwarz-weiße Fotos, 42 schwarz-weiße Zeichnungen, 83 schwarz-weiße Tabellen
Über den Autor
Len Tiu Wright is Editor-in-Chief of Cogent Business and Management and Emeritus Professor of Marketing at De Montfort University, UK.Luiz Moutinho is Visiting Professor of Marketing at University of Suffolk Business School, UK, and Adjunct Professor at the Graduate School of Business at University of the South Pacific, Fiji.Merlin Stone is Visiting Professor at the University of Portsmouth and St. Mary's University, UK.Richard P. Bagozzi is Dwight F. Benton Professor of Behavioral Science in Management at Ross School of Business at the University of Michigan, USA.
2 weitere Werke von Len Tiu (Hrsg.) Wright:
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