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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