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Маркетинговые исследования. Практическое руководство, 4-е издание
Год издания: 2015; 1184 стр.
Книга известного американского маркетолога Нэреша Малхотры "Маркетинговые исследования. Практическое руководство" является полным учебником по курсу "Маркетинговые исследования". О качестве учебника говорит хотя бы то, что он используется для преподавания в более чем 140 университетах США. Структура курса согласована с логикой проведения маркетинговых исследований. Курс разбит на три части в соответствии с шестью этапами маркетинговых исслелований. В нем подробно рассматриваются базовые и статистические методы. Автор разъясняет суть этих методов, показывает, как интерпретировать полученные данные и делать стратегические выводы из результатов маркетинговых исследований.
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Миф. Стратегия голубого океана. Как найти или создать рынок, свободный от других игроков
Авторы:
Год издания: 2014; 304 стр.
Самый простой способ создать собственный бизнес - это повторять за другими. Вендинг, ритейл в интернете или любое другое испытанное многими направление. Конечно, Вы не придумываете ничего нового. Разумеется, конкуренция очень высока.

Но зачем изобретать велосипед? Ведь найти новую нишу в наше время почти невозможно… Ким Вичан точно знает: это не так. Преподаватель стратегического менеджмента и советник Европейского Союза, он посвятил годы разработке “стратегии голубого океана” - способа оторваться от конкурентов и создать новый рынок.

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Релевантность. Сила, которая меняет взгляды и поведение потребителей и позволяет всегда опережать конкурентов
Авторы: Ковилл А.
Год издания: 2015; 224 стр.
Сегодня люди перегружены информацией, им некогда рассматривать и обдумывать сотни коммерческих предложений, но в то же время, приобретая даже самые простые вещи, они оценивают множество характеристик предлагаемого продукта и реагируют на те, которые точно соответствуют их ожиданиям и представлениям о качестве.

Чтобы обеспечить релевантность ответа компаний на запросы потребителей, Андреа Ковилл, топ-менеджер одного из ведущих мировых коммуникационных агентств, предлагает руководствоваться сформулированным ей принципом. Она уверена: если компания построит работу на одной важной и привлекательной черте бренда, то сможет реально увеличить количество своих клиентов.

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Методы исследования рынка
Год издания: 2013; 296 стр.
Книга «Методы исследования рынка» - это своеобразный практический сборник «инструментария» исследования рынка, в котором собрана важная информация о маркетинг-менеджменте. Автор раскрыл тему на примере конкретных рабочих операций (шагов), которые необходимо провести в рамках исследования рынка: формулирование проблемы исследования рынка, выбор «дизайна исследования», отбор источников информации и методов сбора данных, операционализация и измерение, выбор единиц измерения, проведение первичного сбора данных, подготовка данных к обработке и оцениванию, анализ полученных данных и интерпретация результатов, составление отчета о проведенном исследовании, презентация или публикация результатов. Книга будет полезна практикующим маркетологам, студентам экономических факультетов, руководителям отдела маркетинга и продаж, а также всем тем, кто занимается исследованиями рынка.
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Методы социальных исследований: группы, организац. и бизнес
Год издания: 2012; 776 стр.
Книга "Методы социальных исследований. Группы, организации и бизнес" - это, по сути, энциклопедический, фундаментальный труд, который охватывает все возможные вопросы по этой теме. Авторы книги включили в нее не только теоретические основы, но и методологию, и особенности использования методов исследований в контексте организаций и менеджмента. Отличительная специфика книги - соединение очередности практического руководства, с примерами использования, и серьезной теоретической дискуссии, что помогает работать с ней не только ученым или тем, кто старается ими стать, но и практикам, которые стараются прояснить организационный дискурс конкретной организации. Книга будет незаменима для студентов, магистров и аспирантов, которые исполняют квалификационное исследование и описывают свои результаты, так как она содержит этические особенности осуществления исследования и подробные советы о том, как следует обработать результаты и структурировать их.
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Практика маркетинговых исследований. В 2-х книгах. Кн.1
Год издания: 2008; 256 стр.
В работе известного ученого-маркетолога и практикующего консультанта маркетинговые исследования впервые рассматриваются как инструмент, который позволяет адекватно реагировать на происходящие на рынке изменения и принимать эффективные управленческие решения. В книге приведены наглядные материалы и примеры из отечественном и зарубежной практики маркетинговых исследований.
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Клиенты - тоже люди! Современные технологии и приемы работы с клиентом
Авторы: Бейсова В.
Год издания: 2006; 208 стр.
Эта книга окажет неоценимую помощь менеджерам, работающим с клиентами. Советы, рекомендации, техники и методики, несомненно, будут способствовать достижению всех тех целей, которые ставит перед собой человек, занимаясь продажей и распространением товаров и услуг. Это инструмент, позволяющий новичку стать профессионалом. Для широкого круга читателей, осваивающих рыночный бизнес.
Цена: 38.00 грн.
Маркетингові дослідження
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