Managing Marketing Information (Rle Marketing)

ISBN-13: 9781138793149 / Angielski / Twarda / 2014 / 238 str.

Nigel Piercy; Martin Evans

Opis

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.

Spis treści

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.

O autorze

Multivolume collection by leading authors in the field