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Dispatch: 23 January 2017
Internet Marketing Research: Resources/Forrest, Ed/Paper/0074705989/S050-D2
Market research is an essential ingredient in any marketing mix. At a minimum, market researchers should constantly scan their environment, analyse market structures, profile consumers, and evaluate tactics and promotional strategies. The Internet offers researchers the opportunity to accomplish these tasks effectively, and fast.
There is no denying that we live in an environment where interactive multimedia has emerged as the predominant mode of information storage and retrieval, and where new digital-interactive information technologies supplement previously established means of data storage. Just as the means by which information is accessed have changed, so too have the market research skills needed to utilise this new technology to its fullest potential.
Internet Marketing Research: Resources and Techniques offers students and practitioners the means to understand today's technology. More specifically, it provides the know-how to employ this technology as valuable research tools.