附註:Includes bibliographical references and index.
1. Introducing market research -- ch. 2. Getting started -- ch. 3. Marketing research begins at home -- ch. 4. 'Off-the-peg' research -- ch. 5. 'Made-to-measure' research -- ch. 6. How are the data collected? -- ch. 7. Who provides the information? -- ch. 8. How do you ask the questions? -- ch. 9. Who asks the questions? -- ch. 10. What happens to the answers? -- ch. 11. How do you buy good research? -- ch. 12. Using research in experiments -- ch. 13. Using reasearch in business-to-business and industrial markets -- ch. 14. Using research in online markets -- ch. 15. Using research in international markets -- ch. 16. Using research in marketing decision making -- ch. 17. Where do you go from here?
摘要: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.
