Commentaire :

ISBN 13 : 978-0-7890-3426-7

Sommaire : Contents

Acknowledgments
Introduction

PART I: Research and methodologies

Chapter 1. Defining Marketing Research, Market Analysis, and Applications
Case. 1.1. Hyatt Corporation—A Variation of the Singleness Strategy Through Product Type/Identification and Market Segment Positioning
Case 1.2. Toyota Motor Corporation—Positioning to Perfection

Chapter 2. Primary and Secondary Research Data
Case 2.1. Looking Within—Observation
Case 2.2. The Power of the Survey and Award

Chapter 3. Qualitative Research
Case 3.1. Carlson Companies, Inc.
Case 3.2. American Express Card Member Services

Chapter 4. Quantitative Research
Case 4.1. Starwood Hotels and Resorts Worldwide, Inc.

Chapter 5. Integrative Research
Case 5.1. Stouffer Hotels and Resorts: Competitive Strategy

PART II: Market analysis and assessment

Chapter 6. Analyzing Research Findings and Data
Case 6.1. Chick-fil-A—Assessment, Prioritization, and Action

Chapter 7. Location Analysis and Site Evaluation
Case 7.1. Foxwoods Resort Casino—A Megaforce

Chapter 8. The Design and Components of a Feasibility Study
Case 8.1. Best Sites, Great Location, a Very Positive Feasibility Study—Oops: We Didn't Know!

Chapter 9. Market Assessment for Development Planning
Case 9.1. Sonic Drive-In—External Forces revive the Concept
Case 9.2. Carnival Corporation—Positioning and Strategy Selection

Chapter 10. Assessing Focal Points and Intuitive Techniques
Case 10.1. Mailing Less and Making More

PART III: Marketing research applications

Chapter 11. Marketing research and testing
Case 11.1. Great testing / Poor market research – award/sales declines

Chapter 12. Applying research to marketing strategy selection
Case 12.1. Starbucks coffee – the rising star
Case 12.2. Frequency programs
Case 12.3. Gaylord Opryland resort and convention center, Nashville

Chapter 13. Applying research to brand strategy
Case 13.1. Cendant – Premier brand collector
Case 13.2. SYSCO – Leader in the procurement arena

Chapter 14. Applying research to pricing strategy
Case 14.1. Same price – They win
Case 14.2. Pay Later / Value added

Chapter 15. Applying research to customer service and quality initiatives
Case 15.1. Southwest Airlines – The customer's airline
Case 15.2. Hertz Corporation – Continuously improving product and customer service delivery
Case 15.3. Gleneagles Country Club – Customer satisfaction through creative marketing

Part IV: Planning and communications

Chapter 16. Preparing a research-based business review
Case 16.1. Holiday Inns, Inc – recognize change

Chapter 17. The strategic marketing planning process
Case 17.1. Continental Airlines

Chapter 18. Effective presentation and communication of research findings
Case 18.1. Very effective presentations and communications – Lose win win.

Appendix
Glossary
Bibliography
Index

Langue : Anglais

Illustration(s) : Tableau(x) ; Schémas

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque