Opis: Marketing Research for Managers 3e - Sunny Crouch, Matthew Housden, C Crouch

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; and, new and updated case studies and examples. Highly practical and informative, it includes new material which highlights the impact of new technology.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?

Szczegóły: Marketing Research for Managers 3e - Sunny Crouch, Matthew Housden, C Crouch

Tytuł: Marketing Research for Managers 3e
Autor: Sunny Crouch, Matthew Housden, C Crouch
Producent: Butterworth Heinemann
ISBN: 9780750654531
Rok produkcji: 2003
Ilość stron: 392
Oprawa: Miękka
Waga: 0.7 kg

Recenzje: Marketing Research for Managers 3e - Sunny Crouch, Matthew Housden, C Crouch