Marketing Research for Managers - Couverture souple

Crouch, Sunny; Housden, Matthew

Couverture souple

ISBN 10 : 0750604883 ISBN 13 : 9780750604888

Editeur : Butterworth-Heinemann Ltd, 1996

Synopsis

The more managers know about how marketing research works, the more effective they can be in using it as a management tool. This practical introduction to marketing research's purpose is to enable managers to become more informed research users and buyers. It covers the range of marketing research techniques and describes how each stage in the research process is carried out with an appreciation of their strengths and weaknesses. This third edition features material that highlights the impact of new technology, as well as case sudies and examples. The development of the "knowledge economy", an analysis of customer relationship management, and a comprehensive discussion of electronic techniques are all covered.

A propos du livre

Présentation de l'éditeur

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

Détails de l'édition

• Éditeur: Butterworth-Heinemann Ltd
• Date d'édition: 1996
• Langue: anglais
• ISBN 10: 0750604883
• ISBN 13: 9780750604888
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 336
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible