Marketing Research for Managers

AvSunny Crouch,Matthew Housden

Häftad, Engelska, 2003

743 kr

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Beskrivning

The purpose of Marketing Research for Managers is to enable managers to become more informed research users and buyers. The more managers know about how marketing research works, the more effective they can be in using it as a management tool. This new edition of the text includes:* The development of the "knowledge economy"* Analysis of customer relationship management* Comprehensive discussion of electronic techniques* New and updated case studies and examples

Produktinformation

Utgivningsdatum:2003-05-09
Mått:189 x 246 x 21 mm
Vikt:730 g
Format:Häftad
Språk:Engelska
Antal sidor:392
Upplaga:3
Förlag:Taylor & Francis Ltd
ISBN:9780750654531

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Mer om författaren

Principal Lecturer and former Head of Marketing at the University of Greenwich Business School. He is an examiner and senior consultant with the Institute of Direct Marketing and a tutor and former examiner in International Marketing at the Chartered Institute of Marketing.

Innehållsförteckning

Introducing market research; Getting started; Marketing research begins at home; 'Off the peg' research; 'Made to measure' research; How are the data collected?; Who provides the information?; How do you ask the questions?; Who asks the questions?; What happens to the answers?; How do you buy good research?; Using research in experiments; Business-to-business research; Using research in global markets; Using research in marketing decision-making; Where do you go from here?