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.

Measuring Customer Equity and Calculating Marketing ROI

Roland T.RustUniversity of Maryland
Katherine N.LemonBoston College
Valarie A.ZeithamlUniversity of North Carolina

The Managerial Problem

Marketing managers and top executives frequently want to know which marketing expenditures to increase, to forecast the profitability among possible marketing investments, and to track them later to determine ...

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