Managing marketing information
著者
書誌事項
Managing marketing information
（Routledge library editions, . Marketing ; 17）
Routledge, 2015
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注記
Includes bibliographical references and index
Riprint. originally published: Croom Helm : London, 1983
内容説明・目次
内容説明
A good marketing information system is an essential ingredient of all successful marketing. This book provides a comprehensive introduction to this key subject. This book not only covers market research techniques but also shows how research techniques should fit into a broader market information system which is skilfully and intelligently designed to suit the particular corporate context.
目次
Part 1: Introduction: Decision, Information and Systems 1. Marketing Decisions and Marketing Information 2. The Marketing Information System Part 2: Elements of the Marketing Information System 3. Marketing Productivity Analysis 4. Marketing Intelligence 5. Marketing Research 6. Market and Marketing Models Part 3: Managing Marketing Information 7. Developing Marketing Information Systems 8. Organisation for Marketing Information 9. Evaluating the Marketing Information Function.
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