Internet Marketing Intelligence : Research Tools, Techniques and Resources

Internet Marketing Intelligence : Research Tools, Techniques and Resources

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  • 製本 Paperback:紙装版/ペーパーバック版／ページ数 240 p.
  • 言語 ENG
  • 商品コード 9780072821116
  • DDC分類 658.8002854678

Full Description

"Internet Marketing Intelligence" outlines the research tasks and tools available to market researchers today. This essential guide introduces a step-by-step approach to utilizing the Internet to target customers and create successful marketing plans. Researchers will learn how to properly document resources, delineate tools, and take advantage of newsgroups, discussion lists, search engines, and more.

Contents

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