Master practical strategic marketing analysis through real-life case studies and hands-on examples. In Cutting Edge Marketing Analytics , three pioneering experts integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. …
In Research Methods in Tourism, Hospitality and Events Management, the authors use a step-by-step approach to guide students through the whole research process, from initial ideas, through to writing up and presenting the findings. Coverage of the Internet and the digital enviro…
Connaître son marché: grâce à Internet!
by Fonrouge, Cécile, Petzold, Stéphanie
fromGestion futée
"Marketing Analytics provides guidelines in the application of statistics using SPSS for students and professionals studying quantitative methods in Marketing and Consumer Behaviour. With simple language and a practical, screenshot-led approach, the book presents eleven multivar…
"Showing how market researchers can get a seat at the decision-making table, this book is the essential guide to mastering storytelling techniques that can dramatically enhance the impact of research reports and presentations, commanding full audience engagement and buy-in. Whil…
"In this ground-breaking book, Phil Barden reveals what decision science explains about people's purchase behaviour, and specifically demonstrates its value to marketing. He shares the latest research on the motivations behind consumers' choices and what happens in the human bra…
"The 16th edition of Marketing Management builds on the classic examples, core concepts, and logical structure that made the first edition a landmark text. Much has changed since the 15th edition was published. Ongoing globalization; the increasing role of corporate social respo…
The Handbook of Marketing Scales represents a clear and user-friendly collection of multi-item, self-report measures developed and frequently used in consumer behavior and marketing research. This Handbook also aims to help identify areas where measures are needed, thus encourag…