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Internet marketing intelligence
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Internet marketing intelligence

Internet marketing intelligence

Research tools, techniques, and resources

Edward Forrest

238 pages, parution le 29/10/2002

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

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

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