Description
The purpose of Marketing Research for Managers is to enable managers to become more informed research users and buyers. The more managers know about how marketing research works, the more effective they can be in using it as a management tool.
This new edition of the text includes:
* The development of the "knowledge economy"
* Analysis of customer relationship management
* Comprehensive discussion of electronic techniques
* New and updated case studies and examples
* Highly practical and informative * New material which highlights the impact of new technology * New case studies and examples
About the Author
Principal Lecturer and former Head of Marketing at the University of Greenwich Business School. He is an examiner and senior consultant with the Institute of Direct Marketing and a tutor and former examiner in International Marketing at the Chartered Institute of Marketing.
Book Information
ISBN 9780750654531
Author Sunny Crouch
Format Paperback
Page Count 392
Imprint Butterworth-Heinemann Ltd
Publisher Taylor & Francis Ltd
Weight(grams) 730g
