Focusing on the theory and practice of creative problem solving in management, this textbook explores various thinking approaches and methods for defining and structuring problems. It offers techniques for idea generation and evaluation, and emphasizes the role of technology in enhancing the problem-solving process. The content is designed to equip readers with practical skills to tackle challenges effectively.
Strategic marketing is a complex topic and this shortform textbook illuminates
its fundamental elements to provide a birds-eye view of the field for students
of marketing strategy. This book is valuable reading for marketing students
around the world.
Essentials of Marketing Research offers a concise introduction to all the major concepts within marketing research as well as discussing new developments within the field.Thoroughly revised and updated, this new second edition retains its focus upon the traditional approach to marketing research whilst offering good coverage of qualitative techniques and marketing decision systems.This new edition offers: ? increased coverage of media research, advertising, segmentation, branding, minitab and SPSS ? a new chapter focusing on the application of global marketing research? 16 new case studies covering a variety of business contexts including sports marketing, financial services, services marketing and many more!? innovative sections covering services, quality issues, internal marketing and electronic data collection.The text is ideal for both undergraduate and postgraduate courses in marketing research and is welcomed for its European approach to the subject
