Cargando…
Handbook of marketing research methodologies for hospitality and tourism /
"The Handbook of Marketing Research Methodologies for Hospitality and Tourism is a guide that explains analyzing markets, utilizing qualitative and quantitative research methodologies, applying findings to market, development, and marketing strategies for the hospitality industry. The text cont...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
New York :
Haworth Hospitality & Tourism Press,
©2007.
|
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- pt. I. Research and methodologies
- Ch. 1. Defining marketing research, market analysis, and applications
- ch. 2. Primary and secondary research data
- ch. 3. Qualitative research
- ch. 4. Quantitative research
- pt. II. Market analysis and assessment
- ch. 5. Integrative research
- ch. 6. Analyzing research findings and data
- ch. 7. Location analysis and site evaluation
- ch. 8. The design and components of a feasibility study
- ch. 9. Market assessment for development planning
- ch. 10. Assessing focal points and intuitive techniques
- pt. III. Marketing research applications
- ch. 11. Marketing research and testing
- ch. 12. Applying research to marketing strategy selection
- ch. 13. Applying research to brand strategy
- ch. 14. Applying research to pricing strategy
- ch. 15. Applying research to customer service and quality initiatives
- pt. IV. Planning and communications
- ch. 16. Preparing a research-based business review
- ch. 17. The strategic marketing planning process
- ch. 18. Effective presentation and communication of research findings
- Appendix I. Marketing intelligence information sources
- Appendix II. Marketing-related associations
- Appendix III. Top fifty U.S. research firms and web sites
- Appendix IV. Top twenty-five global research organizations and web sites.