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From Good Market Research To Great Marketing - A How-To Guide for Home Builders (Paperback)
Loot Price: R235
Discovery Miles 2 350
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From Good Market Research To Great Marketing - A How-To Guide for Home Builders (Paperback)
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List price R304
Loot Price R235
Discovery Miles 2 350
You Save R69 (23%)
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Every time a builder visits a competitor's new home neighborhood,
that's market research. Every interview with an architect or
interior designer and every portfolio review adds to market
research. Every meeting with miffed homeowners, every celebratory
block party -- well, you get the idea. You are probably conducting
informal market research already. Find out how to analyse and use
this information to your greatest advantage in this book.
Collecting market and buyer information requires skills you can
readily learn with a little practice. The potential for increasing
profits is enormous. New home marketing expert Colleen Edwards
discusses how to determine your audience, develop a product that
meets their needs, and promote your homes and services to this
target audience. From low cost market research you can conduct
yourself to advice on hiring a consultant, Edwards examines a wide
variety of market research techniques. Full of interviews,
examples, and stories of real builders, this book will help you
develop the skills to: Perform your own market research by talking
to customers, visiting competitors products, and accessing local
information resources; Conduct focus groups to identify key issues
that impact what you build and how you market; Use exit surveys and
satisfaction studies determine your strengths and weaknesses;
Address influential audiences, such as land sellers and approval
boards, early in the building process Implement your research
findings to select the best media for advertising.
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