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Author Crouch, Sunny.

Title Marketing research for managers / Sunny Crouch, Matthew Housden.

Imprint Oxford ; Boston, MA : Butterworth-Heinemann, 2003.


Location Call No. OPAC Message Status
 Axe Books 24x7 Business E-Book  Electronic Book    ---  Available
Edition 3rd ed.
Description 1 online resource (xvi, 372 pages) : illustrations
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
Summary 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.
Contents Introducing market research; Getting started; Marketing research begins at home; 'Off the peg' research; 'Made to measure' research; How are the data collected?; Who provides the information?; How do you ask the questions?; Who asks the questions?; What happens to the answers?; How do you buy good research?; Using research in experiments; Business-to-business research; Using research in global markets; Using research in marketing decision-making; Where do you go from here?
Bibliography Includes bibliographical references and index.
Note Print version record.
Access Electronic resource (access conditions).
Subject Marketing research.
Marketing research. (OCoLC)fst01010284
Genre/Form Electronic books.
Electronic books.
Added Author Housden, Matthew.
Other Form: Print version: Crouch, Sunny. Marketing research for managers. 3rd ed. Oxford ; Boston, MA : Butterworth-Heinemann, 2003 0750654538 9780750654531 (DLC) 2003045189 (OCoLC)51818702
ISBN 9780750654531
Standard No. AU@ 000053218068
DEBSZ 361946236
AU@ 000062463431

Available items only