Knowledge is the fuel powering all decision making. Good knowledge will result in good decisions and poor or inadequate knowledge will lead to bad decisions. Obtaining market information is a skilled process following a set of clear routines and using a wide range of resources.
This audit shows how to:
define the information required for good decision making
define a research project and set a research budget
work with research consultants
initiate and monitor a research project
assess the quality of the results and integrate them into market planning
Reihe
Sprache
Verlagsort
Verlagsgruppe
Pearson Education Limited
Zielgruppe
Maße
Höhe: 297 mm
Breite: 212 mm
Dicke: 11 mm
Gewicht
ISBN-13
978-0-273-64937-3 (9780273649373)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Christopher West is Managing Director of London-based Marketing Intelligence Services Ltd. He has a broad range of experience in the analysis of all types of markets, but has spent most of his career working on projects in the industrial, commercial, professional and institutional sectors. Prior to MIS he worked for Shell International in the Supply and Planning department, Eurofinance, a Paris-based financial and economic consultancy, and Industrial Market Research Ltd, a subsidiary of the AGB Research Group. He has written and lectured extensively on marketing subjects. He has edited two books ( Marketing on a Small Budget and Inflation - A guide to Management Survival), he contributed to the market research chapter to the Encyclopaedia of Marketing, and has had articles published in the Harvard Business Review ("The Marketing of Unmentionables") and the Business Strategy Review ("Permissive Marketing").
