Marketing Research Upplaga 1

Marketing Research: An Integrated Approach places marketing research in the bigger picture of marketing and demonstrates how marketing research and its understanding should be seen as a key element of marketing rather than as a backroom activity performed by statisticians. The text integrates the key concepts and techniques of marketing research with the management of customer information from databases, loyalty cards and customer files. The book is written in a clear and accessible style and includes many examples, real-life case histories and discussions of current issues in marketing research and customer information management. Key features Takes a marketing-led perspective rather than a technique-led perspective. Links current marketing research techniques with real-life marketing research practice. Integrates marketing research with the rapidly-developing area of customer information management, e.g. loyalty cards, databases, customer records. Covers newest developments within marketing research, e.g. mystery shopping, Internet research and falling response rates. Marketing Research: An Integrated Approach will prove invaluable for anyone studying marketing research at degree or diploma level and is essential reading for those students taking the joint module on Marketing Research and Information offered by the Chartered Institute of Marketing and The Market Research Society. Dr Alan Wilson is Reader in Marketing at Strathclyde University and is Chief Examiner for the CIM/MRS joint module on Marketing Research and Information. Prior to joining the University, he held high-level positions within leading London-based marketing research agencies and a management consultancy practice. He has written numerous articles on marketing research and has received a number of awards for his publications. He regularly acts as a marketing and marketing research advisor to a number of public and private organisations. He is also a full member of the Chartered Institute of Marketing and serves on both the Council and the Professional Advisory Development Board of The Market Research Society.