
Internet marketing intelligence
Research tools, techniques, and resources
Résumé
To compete successfully, companies need fast access to the very latest information and research-and today that means using the Internet. Whether you need a supplement to a traditional market research course or are teaching a new Internet marketing course, Internet Marketing Intelligence: Research Tools, Techniques, and Resources is the book for you.
Internet Marketing Intelligence provides in-depth coverage of online market research concepts and techniques that enable marketing students to obtain timely and accurate information needed to conduct a successful marketing effort. The book explores the fundamentals-the "wheres, whys, and hows"-of gathering, evaluating, and applying marketing information via the Internet. Regular updates to the book's website (www.mhhe.com/forrest) ensure the content remains current and applicable.
- Each chapter provides insight into an important aspect of Internet marketing research, then bolsters comprehension with up to 50 examples.
- The book addresses the latest key issues in online information, including user privacy, consumer protection, data security, intellectual property, and many more.
- Integrated throughout the book are numerous case studies and practical examples illustrating the techniques covered.
Contents
- Marketing Research: Established Traditions and Emerging Trends
- Internet Search and Re-search
- Personal Intelligence
- Environmental Intelligence
- Consumer Intelligence
- Competitive Intelligence
- Internet Surveys
- An Introduction to Internet Newsgroups
- Applied Research Methods for Newsgroups and Discussion groups
- Online Focus Groups
- Web Sites, Sources and Data-Reliability and Validity
- Ethical Concerns and Legalities
Caractéristiques techniques
PAPIER | |
Éditeur(s) | Mc Graw Hill |
Auteur(s) | Edward Forrest |
Parution | 29/10/2002 |
Nb. de pages | 238 |
Format | 20 x 25,5 |
Couverture | Broché |
Poids | 433g |
Intérieur | Noir et Blanc |
EAN13 | 9780072821116 |
Avantages Eyrolles.com
Nos clients ont également acheté
Consultez aussi
- Les meilleures ventes en Graphisme & Photo
- Les meilleures ventes en Informatique
- Les meilleures ventes en Construction
- Les meilleures ventes en Entreprise & Droit
- Les meilleures ventes en Sciences
- Les meilleures ventes en Littérature
- Les meilleures ventes en Arts & Loisirs
- Les meilleures ventes en Vie pratique
- Les meilleures ventes en Voyage et Tourisme
- Les meilleures ventes en BD et Jeunesse
- Informatique Informatique d'entreprise Conception et développement web Intranet et portails
- Informatique Informatique d'entreprise Conception et développement web Commerce électronique
- Informatique Informatique d'entreprise Conception et développement web E-marketing
- Entreprise & Droit Marketing et vente E-marketing
- Entreprise & Droit Marketing et vente Marketing stratégique - Marketing direct