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Market Research: Marketing 04.09

ISBN: 978-1-84112-194-9
124 pages
April 2002, Capstone
Market Research: Marketing 04.09 (1841121940) cover image


Fast track route to mastering market research

Covers key market research techniques, from asking the right questions and using statistics to analysing data and acting on the information

Examples and lessons from benchmark companies in publishing, consumer goods, brewing and others

Includes a glossary of key concepts and a comprehensive resources guide

ExpressExec is a unique business resource of one hundred books. These books present the best current thinking and span the entire range of contemporary business practice. Each book gives you the key concepts behind the subject and the techniques to implement the ideas effectively, together with lessons from benchmark companies and ideas from the world's smartest thinkers.

ExpressExec is organised into ten core subject areas making it easy to find the information you need:

01 Innovation
02 Enterprise
03 Strategy
04 Marketing
05 Finance
06 Operations and Technology
07 Organizations
08 Leading
09 People
10 Life and Work

ExpressExec is a perfect learning solution for people who need to master the latest business thinking and practice quickly.
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Table of Contents

Introduction to Express Exec


What Is Market Research?

The Evolution of Market Research

The E-Dimension

The Global Dimension

The State of the Art

In Practice

Key Concepts and Thinkers


Ten Steps to Making Market Research Work

Frequently Asked Questions (FAQs)


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Author Information

ROBIN BIRN runs the research firm Strategy, Research & Action Ltd and is a Fellow of the Market Research Society. He is the author of Effective Use of Market Research and editor of the prestigious Handbook of International Market Research Techniques.

PATRICK FORSYTH runs Touchstone Training & Consultancy which specializes in the improvement of marketing, sales, communication and management skills. He is the author of a number of successful business and management books.
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