Cooper and schindler 2014 pdf
Business research methods / Donald R. Cooper, Pamela S. Schindler - Details - TroveThe lowest-priced brand-new, unused, unopened, undamaged item in its original packaging where packaging is applicable. Packaging should be the same as what is found in a retail store, unless the item is handmade or was packaged by the manufacturer in non-retail packaging, such as an unprinted box or plastic bag. See details for additional description. Everything ok, same edition I needed. Verified purchase: Yes Condition: Pre-owned.
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Scientific Research An Academic Publisher. Cooper, D. The problem under investigation is the lack of understanding effects social media sites like Facebook has on the perception of the brand by the user. The data collected suggests that the use of Facebook by a SME does help maintain and in some cases increase the perception of the brand in the positive. The analysis of the data additionally shows this effect on brand perception is based on the drivers of a connectivity, b change of perception, c internal value, d goodwill, and e the decision process. Interview participants indicate the importance Facebook has as a marketing communication tool. The findings from the research suggest that Facebook use by SMEs is an important component of an integrated approach to marketing communications when considering the perception of the brand.