Ethnography for marketers: a guide to consumer immersion
Auteur :
Mariampolski, Hy
Éditeur :
SAGE Publications Inc
ISBN :
9780761969471
Date de publication :
3 août 2005
Dimensions :
22,8 x 15,2 cm
Poids :
370 g
Langue :
Anglais
Pays d'origine :
USA
Provides a step-by-step guide for planning and executing consumer studies that lead to innovations in products, services, and communications. The author provides real-world examples, used successfully for over 15 years at his own company, to set standards for practices in planning, managing, executing, and generating strategic insights.