CIVB20CSB (CSB)

Hanzehogeschool Groningen (Hanze)

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Notes "The business of marketing research"

Notes "The business of marketing research"
Samenvatting • 95 pagina's • 2025

This document provides a detailed summary of key chapters from The Business of Marketing Research by Marco Vriens, Douwe Rademaker, and Rogier Verhulst (2021, First Edition). Topics covered include an introduction to marketing research, defining the MR problem and process, foundational research (U&A and segmentation), MR data, brand research, and product and advertising research. It focuses on the design, execution, and interpretation of research for marketing purposes, offering practical insigh...

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Solomon, M. R., & Russell, C. A. (2024). Consumer behavior: buying, having and being (Fourteenth edition Global edition). Pearson.

Solomon, M. R., & Russell, C. A. (2024). Consumer behavior: buying, having and being (Fourteenth edition Global edition). Pearson.
Samenvatting • 114 pagina's • 2025

Comprehensive Consumer Behaviour Notes Based on Solomon, M. R., & Russell, C. A. (2024). Consumer Behavior: Buying, Having, and Being (14th Global Edition) Chapters Covered: Chapter 1: Introduction to Consumer Behaviour Chapter 3: Perceiving and Making Meaning Chapter 4: Learning, Remembering, and Knowing Chapter 6: Attitudes and How to Change Them Chapter 7: Deciding Chapter 8: Buying, Using, and Disposing Chapter 12: How Groups Define Us Chapter 14: Culture These notes provide a c...