Summary
Contents
Subject index
Accessible and reader-friendly this handbook promotes the curent overarching business philosophy of customer//market focus by emphasizing the need for market research to provide the insights required for making decisions. This book identifies such troubling current trends as biased sample answers on long questionnaires, and `professionals' whose job is to skew focus group responses. Top international researchers from both academia and practice have come together here to provide a broad range of ideas and applications.
Marketing Decision Support Models: The Marketing Engineering Approach
Marketing Decision Support Models: The Marketing Engineering Approach
Marketing managers make ongoing decisions about product features, prices, distribution options, sales compensation plans, and so on. In making these decisions, managers choose from among alternative courses of action in a complex and uncertain world. Like all decisions that people ...
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