The Effective Use of Market Research: A Guide for Management

by RobinBirn (Author)

• Used

  Hardcover
  1988

  $17.45

• Used

  Paperback
  1992

  $7.63

  Examines the application of market 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 third edition text includes information on: analysing markets; researching, developing and monitoring new products; developing and monitoring communications; identifying and measuring customer attitudes; assessing and improving the sales process; developing a marketing information system; what to measure and how to measure it; getting the information you really need; making sure that the customers are happy; tracking trends and changing decisions; and using research to grow your business.