ISBN-10:
1560249498
ISBN-13:
9781560249498
Pub. Date:
01/28/2005
Publisher:
Taylor & Francis
Marketing Research That Pays Off / Edition 1

Marketing Research That Pays Off / Edition 1

by William Winston, Larry Percy

Hardcover

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Product Details

ISBN-13: 9781560249498
Publisher: Taylor & Francis
Publication date: 01/28/2005
Series: Haworth Marketing Resources Series
Pages: 286
Product dimensions: 6.00(w) x 8.60(h) x 1.00(d)

Table of Contents

Contents
Preface

  • Introduction
  • Part I: 1994 David Ogilvy Award-Winning Case History
  • Case No. 1. Unlocking the Magic of Oreo
  • Part II: Understanding the Nature of the Problem
  • Case No. 2. How Magazines Have Used Market Research Effectively to Increase Their Circulation
  • Case No. 3. Major Retail Center Recovers from Economic Decline Thanks to Market Research
  • Case No. 4. Marketing Research for Product Development: The History of ATMs
  • Case No. 5. Local Partnerships: The Strategic Asset in Multicultural Research
  • Part III: Looking Beyond the “Easy” Answer
  • Case No. 6. Two Advertising Budgets Compared on Retail Dollars in a Controlled Experiment
  • Case No. 7. Gaining Insight from Scanner Tracking
  • Part IV: Getting the Right Measure
  • Case No. 8. Use of Flexible Moving Averages with Small Weekly Samples to Diagnose Advertising Effects
  • Case No. 9. Marketing Research Solidifies the Canadian Jell-O Market
  • Part V: Integrating Measures
  • Case No. 10. Improving Brand Sales Through a Package Design Assessment
  • Case No. 11. The DesignLab Paradigm: How Consumer Research Accelerates the Development Process
  • Part VI: Results Without Spending a Lot
  • Case No. 12. Measuring Advertising Effectiveness and the Impact of Public Service Campaigns
  • Case No. 13. The Oppenheimer Fund Story: From 14 Million to 27 Billion
  • Case No. 14. How Finding the Right Visual Cues Leads to More Effective Communication
  • Index
  • Reference Notes Included

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