Marketing Research For Managers / Edition 3

Marketing Research For Managers / Edition 3

by Sunny Crouch, Matthew Housden
     
 

ISBN-10: 0750654538

ISBN-13: 9780750654531

Pub. Date: 07/01/2003

Publisher: Taylor & Francis

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

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Overview

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

Product Details

ISBN-13:
9780750654531
Publisher:
Taylor & Francis
Publication date:
07/01/2003
Edition description:
New Edition
Pages:
392
Product dimensions:
0.81(w) x 7.44(h) x 9.69(d)

Table of Contents

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?

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