Successful marketing research : the complete guide to getting and using essential information about your customers and competitors

著者

• Hester, Edward L.

書誌事項

Successful marketing research : the complete guide to getting and using essential information about your customers and competitors

Edward L. Hester

（Wiley small business editions）

Wiley, c1996

• pbk. : alk. paper

注記

Includes bibliographical references

内容説明・目次

巻冊次

pbk. : alk. paper ISBN 9780471123804

内容説明

An accessible and practical work designed to address the needs of micro-enterprises whose owners must do most of the work. Describes how to use cost-effective and time-saving methods in order to obtain the pertinent information to complete a marketing plan, keep it updated and develop a system for gathering, organizing and using research data following startup.

目次

Planning to Succeed. Knowing Your Market and Your Competition. Creative Research Planning. Convenient Sources for Marketing Research. The Library and Other Secondary Sources. Using the Telephone. Real Intelligence Tricks of the Trade. Preparing the Marketing Plan. Communicating with Your Customers. Marketing Information Systems. Conducting Surveys. Interviewing. Problem Solving with Marketing Research. Making Marketing Research a Habit. Notes. Index.

巻冊次

ISBN 9780471123811

内容説明

In the majority of small businesses, the owners/entrepreneurs themselves are forced to do most of the research essential to getting the business underway and monitoring their customer base and competitors after start-up. This guide, aimed at both potential and established small-business owners, details how to conduct this research using the most cost-effective methods. The author explains how readers can obtain the information they need to formulate a market plan, keep it current, and build a system for the collection, organization and implementation of data.

目次

• Planning to Succeed
• Knowing Your Market and Your Competition
• Creative Research Planning
• Convenient Sources for Marketing Research
• The Library and Other Secondary Sources
• Using the Telephone
• Real Intelligence Tricks of the Trade
• Preparing the Marketing Plan
• Communicating with Your Customers
• Marketing Information Systems
• Conducting Surveys
• Interviewing
• Problem Solving with Marketing Research
• Making Marketing Research a Habit
• Notes
• Index.

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BA27171799
• ISBN:
  • 0471123811
  • 0471123803
• LCCN: 95045908
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: New York
• ページ数/冊数: xv, 240 p.
• 大きさ: 24 cm
• 分類:
  • LCC : HF5415.2
  • DC20 : 658.8/3
• 件名:
  • LCSH : Marketing research
• 親書誌ID:
  • BA19148951