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Kenneth E. Clow

Essentials of Marketing Research

Putting Research into Practice

Buch

Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing research and showing students how to apply marketing research results. This text focuses on understanding and interpreting marketing research studies. Focusing on the 'how-to' and 'so what' of marketing research helps students understand the value of marketing research and how they can put marketing research into practice. There is a strong emphasis on how to use marketing research to make better management decisions. The unique feature set integrates data analysis, interpretation, app… Mehr

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Produktdetails


Weitere Autoren: James, Karen E.
  • ISBN: 978-1-4129-9130-8
  • EAN: 9781412991308
  • Produktnummer: 13365038
  • Verlag: SAGE Publications Inc
  • Sprache: Englisch
  • Erscheinungsjahr: 2013
  • Seitenangabe: 520 S.
  • Masse: H25.4 cm x B20.4 cm x D2.7 cm 1'016 g
  • Gewicht: 1016
  • Sonstiges: Tertiary Education (US: College)

Über den Autor


Dr. Kenneth E. Clow is a professor of Marketing in the College of Business Administration at the University of Louisiana at Monroe. Previously, he served as the Dean for the University of North Carolina at Pembroke and as the MBA Director at Pittsburg State University. He obtained his PhD from the University of Arkansas in 1992. Dr. Clow has published over 220 articles in academic journals and proceedings and has written a number of books, including Integrated Advertising, Promotions, and Marketing Communications, 6th edition, Essentials of Marketing, 4th edition, Sports Marketing, and Marketing Management. His articles appear in journals such as Journal of Business Research, The Journal of Marketing Management, the Journal of Services Marketing, the Journal of Contemporary Business Issues, the Journal of Restaurant and Foodservices Marketing, Journal of Professional Services Marketing, Services Marketing Quarterly and The Journal of Hospitality and Leisure Marketing.

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