Nicholas Stacey, Aubrey Wilson

Industrial Marketing Research (RLE Marketing) (eBook, ePUB)

Management and Technique

• Format: ePub

Produktbeschreibung

The book provides a comprehensive analysis of the techniques and mechanics of the research process, and the management implications of industrial marketing research. It reveals not only how to do marketing research, but also the full range of its profitable applications, and shows how to develop an internal department and how to buy industrial marketing research.

When originally published, this was the first book to be published in the UK or USA devoted solely to the important modern management tool of industrial marketing research.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 290
• Erscheinungstermin: 15. September 2014
• Englisch
• ISBN-13: 9781317649021
• Artikelnr.: 41506077

Autorenporträt

Multivolume collection by leading authors in the field

Inhaltsangabe

Introduction. Part 1: Management Aspects of Industrial Marketing Research
1. Marketing Research - Aspects in Interpretation 2. Technical-Commercial
Considerations 3. Why Industrial Marketing Research? 4. Industrial and
Consumer Research - Similarities and Differences 5. Marketing Research in
Britain 6. How Marketing Research Aids Management Part 2: The Techniques of
Industrial Marketing Research 7. Preparing the Project 8. Use of Secondary
Sources 9. Use of Primary Sources 10. Field Techniques 11. Advertising
Research 12. Industrial Marketing Research Overseas 13. Economic and
Business Forecasting 14. Processing to presentation 15. Buying the
Researcher or Buying Research? Conclusion. Appendices.