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Contemporary marketing : 1999

Author: Louis E Boone; David L Kurtz
Publisher: Fort Worth : Dryden Press, ©1999.
Series: Dryden Press series in marketing.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:

This is an updated version of the 1998 "Contemporary Marketing Wired" text. An entire chapter has been devoted to relationship marketing, including coverage of database marketing, strategic  Read more...

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Additional Physical Format: Online version:
Boone, Louis E.
Contemporary marketing.
Fort Worth : Dryden Press, ©1999
(OCoLC)753428953
Document Type: Book
All Authors / Contributors: Louis E Boone; David L Kurtz
ISBN: 003022313X 9780030223136
OCLC Number: 40057742
Description: 1 volume (various pagings) : color illustrations ; 28 cm.
Contents: Part 1 Marketing research, the research process, and problem definition: marketing research - a pervasive activity; alternate approaches to marketing intelligence; the research process and problem formulation. Part 2 Determine research design: research design; casual designs. Part 3 Data design collection method and forms; data collection - secondary data; data collection - primary data; data collection forms; attitude measurement. Part 4 Sample design and data collection; sampling procedures; sample size; collecting the data - field procedures and non-sampling errors. Part 5 Analysis and interpretation of data; data analysis - prelimary steps; data analysis - basic questions; data analysis - examination of differences; data analysis - investigation of association; data analysis - discriminant, factor, and cluster analysis. Part 6 The research report: the research report.
Series Title: Dryden Press series in marketing.
Responsibility: Louis E. Boone, David L. Kurtz.

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