Böcker av David W. Stewart

At its most fundamental level, marketing is about influencing the decision making and behavior of customers. Profitable businesses are built on an understanding of their customers and the creation and delivery of products and services that meet the needs of these customers. This book is intended to provide a quick, highly accessible introduction to key issues and concepts necessary for understanding market demand, designing successful products and services, and for creating effective marketing programs. The focus of the book is on information likely to be most useful to a practicing manager rather than the student or scholar who is seeking a deep understanding of consumer behavior. For this reason, the book includes "e;points to ponder"e; that link basic concepts to marketing practice. The final chapters of the book also point the reader to a variety of additional resources for learning more about consumer behavior in general and consumers in specific markets.

This book is about linking marketing activities and outcomes to the financial performance of the organization. More specifically, the book focuses on how marketing activities generate cash flow, growth, and other financial benefits for the organization.

This new, updated edition of the widely cited classic offers a unique blend of theory and practice in a single, easy to read source. The Second Edition of Focus Groups: Theory and Practice provides a systematic treatment of the design, conduct, and interpretation of focus group discussions within the context of social science research and theory.

Ideal for graduate students and MBA programs, The Marketing Pathfinder offers an effective way of contextualizing the marketing decisions they will have to make in the business world. A refreshing contrast to traditional marketing textbooks, this book provides a unique combination of key concepts and micro-cases.

Givers information on computer-based storage and retrieval systems. This title features expanded coverage of computer-based information, including a chapter on CD-ROM products and updated coverage of on-line information search services.