Internet marketing intelligence : research tools, techniques, and resources

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Title:

Internet marketing intelligence : research tools, techniques, and resources

Author:

Forrest, Edward.

ISBN:

9780072821116

Personal Author:

Forrest, Edward.

Publication Information:

Boston, Mass. : McGraw-Hill/Irwin, c2003.

Physical Description:

xiv, 224 p. : ill. ; 26 cm.

Series:

McGraw-Hill/Irwin series in marketing

Series Title:

McGraw-Hill/Irwin series in marketing

Contents:

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

Subject Term:

Marketing research -- Data processing.

Marketing research -- Computer network resources.

Internet.

Electronic Access:

Table of contents http://www.loc.gov/catdir/toc/mh031/2002026484.html
Publisher description http://www.loc.gov/catdir/description/mh031/2002026484.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015719780	658.8302854678 F728.I 2003	1	Searching... Unknown

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Summary

For market researchers, the question is not should they use the Internet, but rather how they should use the Internet. Internet Marketing Intelligence: Research Tools, Techniques & Resources, 1/e, shows researchers exactly how to do this. This specialized, practically focused, succinct, flexible, "how-to" text shows researchers how to document the resources, delineate the tools, and to demonstrate the techniques utilized when conducting marketing research on and through the Internet.Traditional marketing courses continue to introduce the "e" factor into their classrooms as the Internet integrates itself into these subject areas, and, unlike other texts in this area, Internet Marketing Intelligence provides in-depth coverage of online market research concepts and techniques that help marketing students obtain timely and accurate information necessary to orchestrate the marketing mix. Using a step-by-step approach, the text demonstrates how to utilize the Internet to target customers and create and implement marketing plans. The foundations ("whens, wheres & hows") of how the Internet assists marketing practitioners in their essential tasks of gathering, evaluating and applying marketing intelligence is also explored both in the text. Regular updates on the Internet Marketing Intelligence website-http://www.mhhe.com/forrest keeps the text materials current and relevant.nd relevant.nd relevant.