Marketing research for managers

Select an Action

Title:

Marketing research for managers

Author:

Crouch, Sunny.

ISBN:

9780750654531

Personal Author:

Crouch, Sunny.

Edition:

3rd ed.

Publication Information:

Oxford ; Boston, Mass. : Butterworth-Heinemann, 2003.

Physical Description:

xvi, 372 p. : ill. ; 25 cm.

Contents:

1. Introducing marketing research -- 2. Getting started -- 3. Marketing research begins at home -- 4. 'Off-the-peg' research -- 5. 'Made-to-measure' research -- 6. How are the data collected? -- 7. Who provides the information? -- 8. How do you ask the questions? -- 9. Who asks the questions? -- 10. What happens to the answers? -- 11. How do you buy good research? -- 12. Using research in experiments -- 13. Using research in business-to-business and industrial markets -- 14. Using research in online markets -- 15. Using research in international markets -- 16. Using research in marketing decision making -- 17. Where do you go from here?

Subject Term:

Marketing research.

Added Author:

Housden, Matthew.

Electronic Access:

Publisher description http://www.loc.gov/catdir/description/els031/2003045189.html
Table of contents http://www.loc.gov/catdir/toc/els031/2003045189.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168023656149	658.83 C952M 2003	1	Searching... Unknown

Bound With These Titles

On Order

Summary

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 * New and updated case studies and examples