Axis Marketing Group


Marketing Genius

Marketing Genius
The little black book of marketing is here. Marketing guru Peter Fisk`s inspirational manual of marketing shows you how to inject marketing genius into your business to stand out from the crowd axis marketing group and deliver exceptional results. Marketing Genius is about achieving genius in your business axis marketing group and its markets, through your everyday decisions axis marketing group and actions. It combines the deep intelligence axis marketing group and radical creativity required to make sense of, axis marketing group and stand out in today`s markets. It applies the genius of Einstein axis marketing group and Picasso to the challenges of marketing, brands axis marketing group and innovation, to deliver exceptional impact in the market axis marketing group and on the bottom line. Marketers need new ways of thinking axis marketing group and more radical creativity. Here you will learn from some of the world`s most innovative brands axis marketing group and marketers ? from Alessi to Zara, Jones Soda to Jet Blue, Google to Innocent. Peter Fisk is a highly experienced marketer. He spent many years working for the likes of British Airways axis marketing group and American Express, Coca Cola axis marketing group and Microsoft. He was the CEO of the world`s largest professional marketing organisation, the Chartered Institute of Marketing, axis marketing group and lead the global marketing practice of PA Consulting Group. He writes axis marketing group and speaks regularly on all aspects of marketing. He has authored over 50 papers, published around the world, axis marketing group and is co-author of the FT Handbook of Management. Marketers who want to recharge their left axis marketing group and right brains can do no better than read Marketing Genius. It`s all there: concepts, tools, companies axis marketing group and stories of inspired marketers. Professor Philip Kotler, Kellogg Graduate School of Management, axis marketing group and author of Marketing Management A fantastic book, full of relevant learning. The mass market is dead. The consumer is boss. Imagination, intuition axis marketing group and inspiration reign. Geniuses wanted. Kevin Roberts, Worldwide CEO Saatchi & Saatchi, axis marketing group and author of Lovemarks This is a clever book: it tells you all the things you need to think, know axis marketing group and do to make money from customers axis marketing group and Copyright (C) Muze
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Focus Groups As Qualitative Research

Focus Groups As Qualitative Research
From the First Edition: Continues the high quality of previously published volumes in the Sage series on qualitative research methods. . . . Useful axis marketing group and instructive. . . . David L. Morgan deals with a number of practical issues concerning the conduct of focus groups, such as the degree of moderator involvement axis marketing group and group size. . . . Provides ample illustrations . . . axis marketing group and thought-provoking advice for researchers axis marketing group and students. --Contemporary Sociology David L. Morgan?s book is unique among current offerings on focus groups because it is directed at academic users of focus groups rather than practitioners. His account is also unique in its critical attitude toward contemporary market research applications of focus groups. . . . The book succeeds best at providing fuel for scholarly debates about what group interviews can axis marketing group and cannot contribute to research. --Journal of Marketing Research Provides the reader with a very clear axis marketing group and practical overview of the focus group as a method for field research. . . . Well-written axis marketing group and informative. . . . Providing the history axis marketing group and methodological rationale for the method. . . . Attests to the benefits or strengths of focus group research on the basis of personal opinion axis marketing group and testimonial evidence. --Personnel Psychology Only a decade ago, focus groups were virtually unknown to social scientists. Now their use in academic as well as outside settings is vast axis marketing group and ever growing. David L. Morgan has extensively revised axis marketing group and updated his best-selling Focus Groups as Qualitative Research , providing an excellent guide for researchers in every discipline. He begins his comprehensive revision with an updated introduction that offers a discussion of current social science approaches to focus groups. Expanded coverage on the comparison of focus groups to individual interviews follows, as well as more on the strengths axis marketing group and weaknesses of focus groups (Chapter 2). Chapter 3?s section on self-containe Copyright (C) Muze Inc. 2005. For personal use only.
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Qualitative marketing research - Qualitative research is a set of research techniques, used in marketing and the social sciences, in which data are obtained from a relatively small group of respondents and not analyzed with statistical techniques. This differentiates it from quantitative research in which a large group of respondents provides data that is statistically analyzed.

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