Publisher's 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.
