Books > Business & Economics > Economics
|
Buy Now
Marketing Research That Pays Off - Case Histories of Marketing Research Leading to Success in the Marketplace (Hardcover, New)
Loot Price: R4,003
Discovery Miles 40 030
|
|
Marketing Research That Pays Off - Case Histories of Marketing Research Leading to Success in the Marketplace (Hardcover, New)
Expected to ship within 12 - 17 working days
|
From Oreos, Jell-O, raisins, and milk to amusement parks, retail
centers, ATMs, and mutual funds, the case studies presented in
Marketing Research That Pays Off offer you insight into how actual
companies have used market research to successfully solve marketing
problems. Editor Larry Percy has collected a series of cases from
consumer, service, and industrial marketing executives that
provides a problem/solution look at how to address major marketing
issues with marketing research. The studies presented cover such
topics as communications issues, new product introduction, brand
equity, brand positioning, and sales analysis. Because they
represent successful applications of marketing research to
challenging questions, these cases offer a number of specific
lessons. Throughout, Marketing Research That Pays Off shows you how
to: use the right sample for reliable data reduce the time needed
for traditionally multi-phased research avoid the pitfalls of
short-term effects in tracking data deal with multinational
research use attitude measures to help interpret sales data involve
marketing management to ensure acceptance of results make effective
use of small budgets The format of each chapter allows the authors
to pose a question or present a particular marketing problem and
then take you step-by-step through the solution. Actual problems
solved include how to improve upon a successful campaign,
revitalize a failing retail center, avoid misunderstanding in
conducting multinational research, use scanner data to help
understand the package goods market, avoid being mislead by
short-term effects in tracking data, learn what aspects of a
package attract attention and what they communicate, and how to
effectively reach both children and their parents with one
message--all on a small budget. It is the unique problem/solution
approach to marketing research that makes Marketing Research That
Pays Off especially valuable to all marketing research
professionals and beginner- to mid-level marketing managers. In
addition, the book's easy-to-read presentation of case studies
makes it approachable and useful as a companion text for classes in
marketing and marketing research.
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
|
|
Email address subscribed successfully.
A activation email has been sent to you.
Please click the link in that email to activate your subscription.