More Guerrilla Marketing Research: Asking the Right People, the Right Questions, the Right Way, and Effectively Using the Answers to Make More Money

More Guerrilla Marketing Research: Asking the Right People, the Right Questions, the Right Way, and Effectively Using the Answers to Make More Money

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Overview

More Guerrilla Marketing Research: Asking the Right People, the Right Questions, the Right Way, and Effectively Using the Answers to Make More Money by Robert Kaden, Gerald Linda, Jay Conrad Levinson

More Guerrilla Marketing Research, the follow-up title to Guerrilla Marketing Research destroys the myth that only big companies can afford marketing research. The new book focuses on why small and mid-sized businesses can benefit from conducting focus groups and surveys - and how they can do it, by asking the right questions, the right way, and effectively using the answers to make more money. Authored by Robert J.Kaden, Gerald Linda and Jay Conrad Levinson, More Guerrilla Marketing Research includes new and updated material on setting research goals and objectives; how to set a research budget; secondary research; qualitative research; research into emotions; customer satisfaction research; and the future of marketing research.

This compelling book will take readers on a fascinating journey through one of the most misunderstood and under-utilized marketing techniques. The secrets unveiled and the tips offered will benefit the most sceptical business owner, manager or entrepreneur.

Product Details

ISBN-13: 9780749458461
Publisher: Kogan Page, Ltd.
Publication date: 09/03/2009
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 368
File size: 784 KB

About the Author

Robert J. Kaden has spent his entire career in market research. In 1992, he formed his own company, The Kaden Company, after founding, growing and eventually selling off the market research company Goldring & Co. He is very active on the international speaking circuit, lectures widely and writes regularly for the business press. He is author of Guerrilla Marketing Research.

Gerald Linda re-established the marketing consulting firm, Gerald Linda & Associates, in 1994. The firm provides marketing strategy, planning and research services to a mix of large, sophisticated marketers as well as smaller, entrepreneurial companies. He has written extensively and is a frequent speaker on the conference circuit.

Jay Conrad Levinson is the author of the best-selling marketing series in history, "Guerrilla Marketing," plus 58 other business books. His books have sold more than 20 million copies worldwide. His guerrilla concepts have influenced marketing so much that his books appear in 60 languages and are required reading in MBA programs worldwide. In addition to his many books, CDs, and DVDs, Jay conducts guerrilla marketing training programs, hosts the very popular Internet website, www.gmarketing.com, and formed The Guerrilla Marketing Association -- a marketing support system for small business.

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