Handbook of marketing research methodologies for hospitality and tourism
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| Main Author | |
|---|---|
| Format | Book |
| Language | English |
| Published |
New York ; London :
Routledge,
2009
|
| Subjects | |
| Online Access | Obsah |
| ISBN | 9780789034267 0789034263 978-1-138-83487-3 |
| Physical Description | xi, 364 stran : ilustrace ; 27 cm |
Cover
Table of Contents:
- Part I.: Research and methodologies
- Ch. 1. Defining marketing research, market analysis, and applications
- ch. 2. Primary and secondary research data
- ch. 3. Qualitative research
- ch. 4. Quantitative research
- ch. 5. Integrative research
- Part II.: Market analysis and assessment
- ch. 6. Analyzing research findings and data
- ch. 7. Location analysis and site evaluation
- ch. 8. The design and components of a feasibility study
- ch. 9. Market assessment for development planning
- ch. 10. Assessing focal points and intuitive techniques
- Part III.: Marketing research applications
- ch. 11. Marketing research and testing
- ch. 12. Applying research to marketing strategy selection
- ch. 13. Applying research to brand strategy
- ch. 14. Applying research to pricing strategy
- ch. 15. Applying research to customer service and quality initiatives
- Part IV.: Planning and communications
- ch. 16. Preparing a research-based business review
- ch. 17. The strategic marketing planning process
- ch. 18. Effective presentation and communication of research findings
- Appendix I. Marketing intelligence information sources
- Appendix II. Marketing-related associations
- Appendix III. Top fifty U.S. research firms and web sites
- Appendix IV. Top twenty-five global research organizations and web sites.