Nigel Piercy, Martin Evans

Managing Marketing Information (RLE Marketing)

• Gebundenes Buch

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 242
• Erscheinungstermin: 16. September 2014
• Englisch
• Abmessung: 234mm x 152mm x 18mm
• Gewicht: 454g
• ISBN-13: 9781138793149
• ISBN-10: 1138793140
• Artikelnr.: 40546480

Autorenporträt

Multivolume collection by leading authors in the field

Inhaltsangabe

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.