Market intelligence : how and why organizations use market research / Martin Callingham.
Material type: TextLanguage: English Series: Market research in practice seriesPublisher: London ; Sterling, Va. : Kogan Page, c2004Description: viii, 223 p. ; 24 cmISBN: 0749442018Other title: How and why organizations use market researchSubject(s): Marketing researchDDC classification: 658.83 Online resources: Click here to access online | Click here to access online | Click here to access onlineItem type | Current location | Call number | Status | Date due | Barcode |
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Books | Institute of Public Enterprise, Library S Campus | 658.83 CAL (Browse shelf) | Available | 39854 |
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658.83 BRO.M Marketing Research : customer insights and managerial action / | 658.83 BUR Marketing research/ | 658.83 BUR.M Marketing Research / | 658.83 CAL Market intelligence : how and why organizations use market research / | 658.83 CHA Marketing analytics : a practitioner's guide to marketing analytics and research methods / | 658.83 CHA.R R for Marketing Research and Analytics / | 658.83 CHA.R R for Marketing Research and Analytics / |
Includes bibliographical references and index.
Types of organization -- Knowledge is the most important asset of a company -- Decision making in an organization -- The market research function within an organization -- Buyer-supplier relationships -- The nature and scope of quantitative data -- Qualitative information and its relationship to quantitative information -- Designing the research -- Managing the research process from within the company -- Managing the results -- Knowing the future -- Conclusion -- Appendix: The Market Research Society code of conduct.
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