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Маркетинговые исследования и ситуационный анализ

учебное пособие
descriptionPublicationkeyboard_double_arrow_right Other literature type 01 Jan 2021 Russian Publisher:Санкт-Петербургский политехнический университет Петра Великого

doi: 10.18720/spbpu/5/tr21-154

Маркетинговые исследования и ситуационный анализ

Abstract

Пособие соответствует авторскому курсу дисциплины «Маркетинговые исследования и ситуационный анализ» и предназначено для направления 42.03.01 «Реклама и связи с общественностью». Изложены практические вопросы Ð¼Ð°Ñ€ÐºÐµÑ‚Ð¸Ð½Ð³Ð¾Ð²Ñ‹Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹. Рассмотрены понятие, виды и методы Ð¼Ð°Ñ€ÐºÐµÑ‚Ð¸Ð½Ð³Ð¾Ð²Ñ‹Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹ потребителей; нейромаркетинг как новый вид Ð¼Ð°Ñ€ÐºÐµÑ‚Ð¸Ð½Ð³Ð¾Ð²Ñ‹Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹; особенности формирования выборки и составления анкет; особенности проведения ситуационного анализа в маркетинге Представлены структурно-логические и содержательные таблицы и ÑÑ ÐµÐ¼Ñ‹. Предназначено для студентов, а также для преподавателей, аспирантов вузов, специалистов в области Ð¼Ð°Ñ€ÐºÐµÑ‚Ð¸Ð½Ð³Ð¾Ð²Ñ‹Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹ в рекламе и PR.

Keywords

маркетинговые исследования, ситуационный анализ, маркетинг, учебники и пособия для вузов

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citations
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
0
Average
Average
Average
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