Internet Marketing Intelligence
Research Tools, Techniques and Resources
Published on 13. September 2002
Book
Paperback/Softback
240 pages
978-0-07-282111-6 (ISBN)
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.
More details
Language
English
Place of publication
New York
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Illustrations
Illustrations
Dimensions
Height: 253 mm
Width: 202 mm
Thickness: 10 mm
Weight
436 gr
ISBN-13
978-0-07-282111-6 (9780072821116)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Person
Edward Forrest works at the University of Alaska-Anchorage.
Content
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