Publisher's Synopsis
More and more companies today are using market research techniques, not only to find new markets, products and customers, but also to measure customer satisfaction and improve management and marketing decision making. ""The Effective Use of Market Research"" examines this widening application of research techniques, looking at the circumstances in which market research is necessary, explaining what management can expect to gain from research, and analyzing the type of management and marketing decisions which may be taken as a result. This new larger edition includes information on: * Analyzing markets; * Assessing and improving the sales process; * Developing and monitoring communications; * Monitoring new products; * Identifying and measuring * Developing a marketing information system; * Customer attitudes; * Making sure that the customers are happy* Tracking trends and changing decisions. As well as practical checklists for managers, ""The Effective Use of Market Research"" now features up-to-date case studies and international examples so that marketing managers, general managers and non-professional researchers as well as students on marketing and other business-related courses will find this new edition invaluable.
