Facultatea de Marketing, ASE

Cercetri de Marketing Tema 3

CUPRINS

1. Marketing Research books.............................2 2. AMA Marketing Definitions..................................3 3. AMA Journals4

Facultatea de Marketing, ASE

Marketing Research Books: Market Research Made Easy (Self-Counsel Business) by Don Doman Guerrilla Marketing Research: Marketing Research Techniques That Can Help Any Business Make More Money by Robert J. Kaden How to Conduct Surveys: A Step-by-Step Guide by Arlene Fink Business to Business Marketing Research by Martin P. Block The Market Research Toolbox: A Concise Guide for Beginners Second Edition by Edward F. McQuarrie Essentials of Marketing Research by Tony Proctor Market Research: A Guide to Planning, Methodology and Evaluation by Paul N. Hague Marketing Research: The Impact of the Internet by Carl D. McDaniel Marketing Research by Donald R. Lehmann Practical Marketing Research by Jeffrey L. Pope

Facultatea de Marketing, ASE

AMA marketing definitions: Marketing: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved October 2007) Marketing Research: Marketing research is the function that links the consumer, customer, and public to the marketer through information--information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications. (Approved October 2004) The previous definitions stated: As adopted by the National Association of Marketing Teachers, an American Marketing Association predecessor organization: [Marketing is] the performance of business activities that direct the flow of goods and services from producers to consumers (1935) [Marketing is] the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.(1985) Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.(2004)

Source: http://www.marketingpower.com/aboutama/documents/american%20marketing%20association%20releases%20new %20definition%20for%20marketing.pdf

Facultatea de Marketing, ASE

AMA journals:
Journal of Marketing For more than seven decades, Journal of Marketing has been a vibrant outlet for the communication of ideas and thought leadership in marketing, bridging the gap between theory and application. By providing thought-provoking, in-depth articles covering vital aspects of the marketing industry,Journal of Marketing is the premier publication for academics and practitioners. Each issue includes original research on all aspects of marketing.

Journal of Marketing Research Journal of Marketing Research delves into the latest thinking in marketing research, from philosophy and theories to methods and techniques. Written for technically oriented research analysts, educators, and statisticians, Journal of Marketing Research covers a wide range of marketing research concepts, methods, and applications. You'll read about new techniques, contributions to knowledge based on experimental methods, and developments in related fields that have a bearing on marketing research. Journal of International Marketing Readers rely on Journal of International Marketing for the latest in global marketing issues. Geared both to international marketing and business scholars and to senior- and mid-level practitioners, Journal of International Marketing features analysis of the latest marketing theories, in-depth articles, and coverage of new methods. Also included are scholarly and managerially relevant articles on international marketing and timely insights from executives on new trends and tactics. Journal of International Marketing is the foremost resource on todays international marketing environment.

Journal of Public Policy & Marketing Addressing the dynamic relationship between marketing and the public interest, Journal of Public Policy & Marketing is a source for understanding today's most important issues. Each issue features a wide-ranging forum for the research, findings, and discussion of marketing subjects related to business and government, including issues on nutrition and health, ethics and social responsibility, antitrust, privacy, and copyright and trademarks, as well as policy implications from the Federal Trade Commission and Food and Drug Administration. Journal of Public Policy & Marketing illustrates the important role of marketing in the legal and regulatory venues.

Source: http://www.marketingpower.com/AboutAMA/Pages/AMA%20Publications/AMA%20Journals/AMAJournals.aspx