by Michael Roe (Author)
Market Research in Action is an examination of various marketing research techniques using a running case study based on a real product. The use of this device shows how research impacts on product development and the product launch, with particular reference to fast moving consumer goods. To demonstrate other marketing research techniques the author has added additional cases introducing a selection of techniques to show how these techniques are developed or used in different arenas, for instance while dealing with service products or marketing in a retail, international and B2B marketing environment.
Format: Illustrated
Pages: 320
Edition: New
Publisher: Cengage Learning EMEA
Published: 07 Oct 2004
ISBN 10: 1861529384
ISBN 13: 9781861529381