Marketing Research that Won't Break the Bank: A Practical Guide to Getting the Information You Need, Second Edition - Brossura

Andreasen, Alan R.

Brossura

ISBN 10: 0787964190 ISBN 13: 9780787964191

Casa editrice: Jossey-Bass, 2002

Riassunto

Marketing research is vital to part of organizational effectiveness in today's highly competitive marketplace. But many managers in small businesses with limited budgets consider it out of reach. In Marketing Research That Won't Break the Bank, Alan Andreasen shows readers how to get the information they need to make smart, strategic decisions without spending a lot of money. The tools and techniques presented will help managers gain an in-depth understanding of their target market, competitors, and environment without stretching the organization's budget.

Su questo libro

Recensione:

"Generating consumer insights is a critical part of what we do, yet we often must do so on a limited budget. Dr. Andreasen′s book shows clearly how this challenge can be overcome." Edward Maibach, Worldwide Director of Social Marketing, Porter Novelli

"Andreasen has craftily combined relevant concepts and theory with helpful story like examples––an approach that he has shown in his previous books provides for very effective learning. Dig in! You will find this book another very helpful tool for your marketing management tool kit." Tom Reis, program director, W. K. Kellogg Foundation

L'autore:

Alan R. Andreasen is professor of marketing at the McDonough School of Business at Georgetown University and executive director of the Social Marketing Institute. He is a past president of the Association for Consumer Research. Andreasen is the author or editor of numerous books, including Ethics and Social Marketing (2001), Strategic Marketing in Nonprofit Organizations (6th ed. with P. Kotler, 2003), and Marketing Social Change (Jossey-Bass, 1995).

Su questa edizione

• Editore: Jossey-Bass
• Data di pubblicazione: 2002
• ISBN 10: 0787964190
• ISBN 13: 9780787964191
• Rilegatura: Copertina flessibile
• Numero edizione: 2
• Numero di pagine: 304