Market Research In Action
by
Michael Roe
Book Details
Format
Paperback / Softback
ISBN-10
1861529384
ISBN-13
9781861529381
Publisher
Cengage Learning EMEA
Imprint
Cengage Learning EMEA
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Oct 7th, 2004
Print length
320 Pages
Weight
530 grams
Dimensions
19.20 x 24.60 x 1.80 cms
Product Classification:
Market research
Ksh 16,950.00
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Presents an examination of various marketing research techniques using a running case study based on a real product. To demonstrate other marketing research techniques, the author has added additional cases introducing a selection of techniques to show how these techniques are developed or used in different arenas.
Market Research in Action is an examination of various marketing research techniques using a running case study based on a real product. The use of this device shows how research impacts on product development and the product launch, with particular reference to fast moving consumer goods. To demonstrate other marketing research techniques the author has added additional cases introducing a selection of techniques to show how these techniques are developed or used in different arenas, for instance while dealing with service products or marketing in a retail, international and B2B marketing environment.
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