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MARKETING RESEARCH AN INTEGRATED APPROACH

WILSON, ALAN, 1958-

2003

BOOK
Category

MARKETING RESEARCH

Abstract FOR UNDERGRADUATE AND POSTGRADUATE COURSES IN MARKETING RESEARCH IN MARKETING AND BUSINESS PROGRAMMES, AND FOR THE MRS (MARKET RESEARCH SOCIETY) DIPLOMA AND THE CIM MODULE IN MARKET RESEARCH. MARKETING RESEARCH: AN INTEGRATED APPROACH PLACES MARKETING RESEARCH INTO THE BIGGER PICTURE OF MARKETING AND DEMONSTRATES HOW MARKETING RESEARCH AND ITS UNDERSTANDING SHOULD BE SEEN AS A KEY ELEMENT OF MARKETING RATHER THAN AS A BACK ROOM ACTIVITY PERFORMED BY STATISTICIANS. THE TEXT INTEGRATES THE KEY CONCEPTS AND TECHNIQUES OF MARKETING RESEARCH WITH THE MANAGEMENT OF CUSTOMER INFORMATION FROM DATABASES, LOYALTY CARDS AND CUSTOMER FILES. THE BOOK IS WRITTEN IN A CLEAR AND ACCESSIBLE STYLE AND INCLUDES MANY EXAMPLES, REAL LIFE CASE HISTORIES AND DISCUSSIONS OF CURRENT ISSUES IN MARKETING RESEARCH AND CUSTOMER INFORMATION MANAGEMENT. HEAVILY CASE BASED APPROACH, WITH UP-TO-DATE COVERAGE OF INTERNATIONAL MARKETING RESEARCH THROUGHOUT, THIS TEXTS OVERRIDING AIM IS TO PROVIDE ACADEMIC RIGOUR WITH REAL-LIFE PRACTICALITY.

ISBN 0273651137
Author(s) WILSON, ALAN, 1958-
Credits
Edition 1ST ED.
Year 2003
Publisher PRENTICE HALL & FINANCIAL TIMES
Type BOOK
Keywords MARKETING RESEARCH AN INTEGRATED APPROACH
Language English
Collation 353 P., 24CM

Availability and Location Reserve

Copy No Library Stack Shelf Is Reference Status Return Date
1 Limassol J 4 No A 01/01/1970