Basic Marketing Research, 8e, International Edition is the best-selling introductory marketing research text because it is accessible to students while maintaining its level of coverage. Basic Marketing Research, International Edition provides a framework for the choices and decisions that must be made by managers - an important aspect of marketing research - because decisions made in one stage of the process have consequences for other stages. Managers and marketing researchers need to appreciate the interactions among the parts of the research process so they can have confidence in a particular research result. This edition provides readers with an overview of the information gathering function from the perspective of the researchers who gather the information and the marketing managers who use it.
This comprehensive work, covering a wide spectrum of the marketing environment, provides a fundamental basis to marketing geography for those concerned with market research, comparative and international marketing, and the study of economic geography. The book focusses on the spatial patterns and processes in marketing, and the development conflicts occur in the marketing system, and how evolution and change in marketing systems is realised through the resolution of these conflicts. The major sectors and institutions in the marketing system are described and a detailed study is made of the ways they change and interact.
Strategic Marketing for the C-Suite examines the relevance of academic research to the most senior levels of the marketing profession, the chief marketing officer (CMO), and the interests of their C- suite colleagues, particularly those of the chief executive officer (CEO) and chief financial officer (CFO). Unless academic research is relevant at the C-suite level, it is unlikely to be paid much attention lower down the organization. Strategic Marketing for the C-Suite has three objectives: (1) to understand what we can learn from recent academic research on strategic marketing, (2) to test the validity of earlier editorial positions, and (3) to make some modest suggestions as to what the field might do better in the future. The author addresses these objectives through a review of the academic research on a set of strategic marketing issues that are of relevance to top executives. Strategic Marketing for the C-Suite is structured in four steps. First, it examines the meaning of the phrase strategic marketing to help define the scope of the literature review and the role of the CMO in the firm, drawing on both the academic and practitioner literature. The second step identifies the key domains and associated issues that are currently relevant to the CMO and C-suite including the value of marketing to the firm, managing the new digital market space, achieving profitable growth through innovation, marketing capabilities as a source of competitive advantage, and addressing society's major concerns. The third step reviews the marketing literature relating to these five domains, and, in doing so, identifies the key research themes within each domain, and draws conclusions on these themes and overall conclusions on the domain itself. The fourth and final step summarizes what we learn from a decade's worth of research on strategic marketing, draws conclusions on the validity of earlier research, and discusses the implications for the field of academic marketing.
Why use qualitative methods? What kinds of questions can qualitative methods help you answer? How do you actually do rigorous and reflective qualitative research in the real world? Written by a team of leading researchers associated with NatCen Social Research (the National Centre for Social Research) this textbook leads students and researchers through the entire process of qualitative research from beginning to end - moving through design, sampling, data collection, analysis and reporting. In this fully revised second edition you will find: a practical account of how to carry out qualitative research which recognises a range of current approaches and applications; a brand new chapter on ethics; a brand new chapter on observational research; updated advice on using software when analysing your qualitative data; and new case studies which illustrate issues you may encounter and how problems have been tackled by other researchers. This book is an ideal guide for students, practitioners and researchers faced with the challenges of doing qualitative research in both applied and academic settings in messy real-life contexts. Available with Perusall-an eBook that makes it easier to prepare for class Perusall is an award-winning eBook platform featuring social annotation tools that allow students and instructors to collaboratively mark up and discuss their SAGE textbook. Backed by research and supported by technological innovations developed at Harvard University, this process of learning through collaborative annotation keeps your students engaged and makes teaching easier and more effective. Learn more.
Strategic Marketing Problems: Cases and Comments balances the concepts and tools useful for solving marketing problems with numerous case studies that challenge readers to apply what they've learned.
Australian Businesses Articles
Australian Businesses Books