About the Book :
This new edition brings to the forefront the relevance of marketing intelligence and the power of the Internet in marketing research applications. The book focuses on the recent trends in marketing intelligence and explains how its various functions are linked to each other in a way that ensures efficient management of the customer-firm relationship. Readers will then learn how to apply the research to business strategies in order to win the customers' share of purchases.
About the Author :
David Aaker is professor of Marketing, Emeritus at the Haas School of Business, University of California Berkeley. He is a leading expert on brand strategy and strategic marketing. He is the author of over seven books for both the practitioner and the student of marketing.
Interesting Facts :
Communicates the intricacies of marketing research and its usefulness to the marketing organization.Covers online panels, online advertisements, online tracking measurements, Web site effectiveness, latest trends in Web usage, identity theft and privacy concerns.Adds new real-world examples from companies such as Proctor & Gamble and Harley-Davidson.Includes new case studies that reflect both the current and future trends in marketing research.Examines the latest research on customer lifetime value and customer equity.
PART I: THE NATURE AND SCOPE OF MARKETING RESEARCHA Decision-Making Perspective on Marketing IntelligenceMarketing Research in PracticeThe Marketing Research ProcessResearch Design and ImplementationPART II: DATA COLLECTIONSECTION A: SECONDARY AND EXPLORATORY RESEARCHSecondary Sources of Marketing DataStandardized Sources of Marketing DataMarketing Research on the InternetInformation Collection: Qualitative and Observational MethodsSECTION B: DESCRIPTIVE RESEARCHInformation from Respondents: Issues in Data CollectionInformation from Respondents: Survey MethodsAttitude MeasurementDesigning the QuestionnaireExperimentationSampling FundamentalsPART III: DATA ANALYSISFundamentals of Data AnalysisHypothesis Testing: Basic Concepts and Tests of AssociationsHypothesis Testing: Means and ProportionsCorrelation Analysis and Regression AnalysisPART IV: SPECIAL TOPICS IN DATA ANALYSISDiscriminant and Canonical AnalysisFactor and Cluster AnalysisMultidimensional Scaling and Conjoint AnalysisPresenting the ResultsTraditional Applications: Product, Price, Distribution, and PromotionPART V: APPLICATIONS OF MARKETING INTELLIGENCEEmerging Applications: Database Marketing, E-Commerce, Relationship GlossaryIndex