Marketing Research for Managers

Product Description

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

* Highly practical and informative
* New material which highlights the impact of new technology
* New case studies and examples
Product Details

* Amazon Sales Rank: #1731786 in Books
* Published on: 2003-07-16
* Original language: English
* Number of items: 1
* Binding: Paperback
* 392 pages

Editorial Reviews

Review
'..a very useful handbook for those with both little and great experience in market research.'
Professor Robert Worcester, Chairman, MORI.

'easy to read, student friendly'
Lecturer, Norwich City College

'very readable, 'streetwise', concise and to the point'
Lecturer, University of Westminster -- Review

Review
'..a very useful handbook for those with both little and great experience in market research.'
Professor Robert Worcester, Chairman, MORI.

'easy to read, student friendly'
Lecturer, Norwich City College

'very readable, 'streetwise', concise and to the point'
Lecturer, University of Westminster

From the Back Cover
Marketing Research for Managers, now in its third edition, is an easy-to-read, practical introduction to marketing research. It covers a 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.

The purpose of the book 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

Sunny Crouch is Director of Marketing and Public Affairs at London Docklands Development Corporation.

Matthew Housden is Principal Lecturer and former head of marketing at the University Of Greenwich Business School. He is an examiner and senior consultant with the Institute of Direct Marketing and a tutor and former examiner in International Marketing at the Chartered Institute of Marketing.