Advertising research and database applications

Author: Huang Jinghua
Publisher:
Publish Date: 2003-07-01
Features: A series of teaching materials for contemporary advertising majors. This book is divided into two parts. The first part covers the basics of advertising research, including an overview of advertising research and market research, basic methods of market research, and the basic process of market research. It combines theoretical elaboration with practical cases. The second part focuses on database applications, including an overview of databases, statistical analysis of databases, database marketing, and practical examples of database marketing. It emphasizes the methods, applications, and concepts of database analysis, application, and marketing. This book is highly practical and can be applied to real-world scenarios. It is not only suitable as a textbook for advertising and marketing students but can also serve as a reference book for advertising planners, marketing professionals, and market research personnel.