Titel: Marketing Research That Won't Break the Bank: A Practical Guide to Getting the Information You Need
Verlag: Jossey-Bass
Ver�ffentlichungsdatum: 2002
Sprache: Englisch
ISBN-10: 0787964190
ISBN-13: 9780787964191
Bindung: Paperback
Ausgabe: 2. Auflage
Zustand: Very Good
Zustand des Schutzumschlags: No Jacket

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Inhaltsangabe

Marketing research is vital to part of organizational effectiveness in today's highly competitive marketplace. But many managers in small businesses with limited budgets consider it out of reach. In Marketing Research That Won't Break the Bank, Alan Andreasen shows readers how to get the information they need to make smart, strategic decisions without spending a lot of money. The tools and techniques presented will help managers gain an in-depth understanding of their target market, competitors, and environment without stretching the organization's budget.

�ber die Autorin bzw. den Autor

Alan R. Andreasen is professor of marketing at the McDonough School of Business at Georgetown University and executive director of the Social Marketing Institute. He is a past president of the Association for Consumer Research. Andreasen is the author or editor of numerous books, including Ethics and Social Marketing (2001), Strategic Marketing in Nonprofit Organizations (6th ed. with P. Kotler, 2003), and Marketing Social Change (Jossey-Bass, 1995).

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