Marketing Research for Managers

Sunny Crouch · Matthew Housden

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Business and Management Studies Marketing and Advertising Strategies Competitive and Knowledge Intelligence

Abstract

The purpose of Marketing Research for Managers is to enable managers to become more informed research users and buyers. The more managers know about how marketing research works, the more effective they can be in using it as a management tool. This new edition of the text includes:* The development of the "knowledge economy"* Analysis of customer relationship management* Comprehensive discussion of electronic techniques* New and updated case studies and examples

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