ISBN-10:
0471530581
ISBN-13:
9780471530589
Pub. Date:
10/19/1992
Publisher:
Wiley
The New Marketing Research Systems: How to Use Strategic Database Information for Better Marketing Decisions / Edition 1

The New Marketing Research Systems: How to Use Strategic Database Information for Better Marketing Decisions / Edition 1

by David J. Curry

Hardcover

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Overview

Integrates the latest developments critical to marketing decision making. Redefines and reinvents marketing research by demonstrating how electronic data—UPC scanner, single source, trade area and geodemographic—can 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 Details

ISBN-13: 9780471530589
Publisher: Wiley
Publication date: 10/19/1992
Pages: 432
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.

Information Conglomerates.

The Strategic Role of Research.

Research Projects Versus Research Systems.

SINGLE-SOURCE 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.

GEODEMOGRAPHIC SYSTEMS.

The Geodemographic Concept.

Geodemographic Research Firms: The Big Four.

The Power of Geodemographic Systems.

Desktop Geodemographic Systems.

Europe and Geodemography.

ADVANCED TOPICS.

Micromerchandising Systems.

Category Management.

Index.

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