The Effective Use of Market Research: A Guide for Management to Grow the Business - Softcover

Birn, Robin

Softcover

ISBN 10: 0749427728 ISBN 13: 9780749427726

Publisher: Kogan Page, 1999

Synopsis

More and more companies today are using market research techniques, not only to find new markets, products and customers, but also to measure customer satisfaction and improve management and marketing decision making. ""The Effective Use of Market Research"" examines this widening application of research techniques, looking at the circumstances in which market research is necessary, explaining what management can expect to gain from research, and analyzing the type of management and marketing decisions which may be taken as a result. This new larger edition includes information on: * Analyzing markets; * Assessing and improving the sales process; * Developing and monitoring communications; * Monitoring new products; * Identifying and measuring * Developing a marketing information system; * Customer attitudes; * Making sure that the customers are happy* Tracking trends and changing decisions. As well as practical checklists for managers, ""The Effective Use of Market Research"" now features up-to-date case studies and international examples so that marketing managers, general managers and non-professional researchers as well as students on marketing and other business-related courses will find this new edition invaluable.

About this title

About the Author

Birn is managing director of Strategy, Research and Action Ltd. He is a practical researcher who specialized in providing research for marketing and sales planning.

Edition details

• Publisher: Kogan Page
• Publication date: 1999
• Language: English
• ISBN 10: 0749427728
• ISBN 13: 9780749427726
• Binding: Paperback
• Edition number: 2
• Number of pages: 164