The New Marketing Research Systems: How to Use Strategic Database Information for Better Marketing Decisions / Edition 1 available in Hardcover
- Pub. Date:
Integrates the latest developments critical to marketing decision making. Redefines and reinvents marketing research by demonstrating how electronic dataUPC scanner, single source, trade area and geodemographiccan generate strategic information to aid in solving such marketing problems as national, regional or local focus, communications mix and the timing of activities. Details where to get and how to use information regarding decisions like the best shopping malls to locate a particular store; where to put an ATM; which catalogues, newspapers, radio and TV shows to advertise a product. Features excellent commentary on existing systems, a wide variety of databases and reports from commercial vendors such as A. C. Neilson, Information Resources, Inc. and much more.
|Product dimensions:||7.36(w) x 10.22(h) x 1.33(d)|
Table of Contents
MARKETING RESEARCH SYSTEMS.
The New Research Focus.
The New Technology.
The Strategic Role of Research.
Research Projects Versus Research Systems.
The Single-Source Concept.
The Major Single-Source Suppliers.
Concepts in Single-Source Reporting.
Single-Source Reports for Manufacturers.
Single-Source Reports for Retailers.
Single-Source Reports for Advertising Agencies: Scanner-Based and Electronic Research Services.
The Geodemographic Concept.
Geodemographic Research Firms: The Big Four.
The Power of Geodemographic Systems.
Desktop Geodemographic Systems.
Europe and Geodemography.