Telecom Industry Marketing Research Methodology and Case Studies (Chinese Edition)

Telecom Industry Marketing Research Methodology and Case Studies (Chinese Edition)

Telecom Industry Marketing Research Methodology and Case Studies divided into three parts including the first chapter, the second chapter and the third chapter mainly introduces three aspects containing the basic method and skills, special topic research and application and operation practice and skills for marketing investigation of telecom industry, in which the part of basic method and skills mainly introduces the basic method and common tools for marketing investigation; five key special topics including market potential investigation, new product launch investigation, costumer behavior and attitude investigation, brand equity investigation and customer loyalty investigation in the part of special topic research and application are the current hot problems most concerned by telecom operators; the part of operation practice and skills summarizes the situations of marketing investigation application and the procedures and skills for self organizing and entrusting marketing investigation project. The contents in this whole book is extremely practical. Telecom Industry Marketing Research Methodology and Case Studies is proper for telecom industry managers, marketing managers and persons from marketing investigation institutions, and can be as a textbook and reference book for teachers and students of marketing, MBA, economic statistics, sociology and other management majors in institutions of higher education, and also can be as a textbook for relevant training class.