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 Management Support Systems and Their Implications for Marketing Research
Marketing Management Support Systems and Their Implications for Marketing Research
Marketing decision makers are responsible for the design and execution of marketing programs for products or brands. They operate under different names, such as product manager, brand manager, ...
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