Researching business markets : the IMRA handbook of business-to-business marketing research
著者
書誌事項
Researching business markets : the IMRA handbook of business-to-business marketing research
Kogan Page, 1991
- : pbk
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注記
"First published in 1978 by Jon Wiley & Sons as the Mannual of Industrial Marketing Research, edited by Allan Rawnsley"
Includes bibliographies and index
内容説明・目次
- 巻冊次
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ISBN 9780749404215
内容説明
Business marketing research appears to be the most rapidly expanding area of the market research sector. This handbook covers the techniques used in the field, their context within marketing strategy, organizational goals, and examines the most effective means for day-to-day management.
目次
Business marketing research (the new more realistic term for "industrial" marketing research) is the most rapidly expanding element of the MR sector, and is arguably the most sophisticated and demanding component of the marketing mix. Here, IMRA - the official body of the discipline, with some 3000 members - have produced in association with Kogan Page guide to the topic available, aiming to give both laymen and practitioners alike access to the complete field. The handbook covers the many individual techniques of the field, their context within marketing strategy and organizational goals, as well as examining the most effective means for their day-to-day management. It covers project preparation, interviewing skills in MR surveys, analysis and interpretation of qualitative and quantitative data, presenting results, acquisition research, market segmentation.
- 巻冊次
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: pbk ISBN 9780749414979
内容説明
This guide to business market research examines individual aspects of the topic - such as data interpretation, project preparation, market segmentation and acquisition research - within the broader scope of marketing-department strategies and organizational goals.
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