ISBN: 9780415067607 - Marketing Research in Action (4 results)

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Condition: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,600grams, ISBN:9780415067607.

Paperback. Condition: Good. 367 pages. Cover wornMarketing research is a valuable tool for any competitive company but if not properly targeted, the time and money spent will be wasted. The marketing proble ms of a particular company have to be diagnosed before any campaign can be desig ned in order to target the programme successfully and to obtain data that is bot h accurate and useful. And once this information has been gathered, how can it b e best applied and developed? Ray Kent analyzes the various methods currently us ed among marketing researchers, looking not just at the range of techniques, but also at agencies as they assess their customers needs and apply their skills. H e uses empirical evidence to show which methods work best in which situations, k eeping in mind the sorts of results companies want to generate as well as the su rprises they may find along the way. He considers follow-up campaigns and contin uous market measurement to show how to maximize on the initial research projects . He provides a guide to the market research industry as well as an analysis of current techniques and new directions which should make this a suitable text for students of marketing and business.…