Marketing Research That Pays Off: Case Histories of Marketing Research Leading to Success in the Marketplace Contributor(s): Winston, William (Author), Percy, Larry (Author) |
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ISBN: 1560249498 ISBN-13: 9781560249498 Publisher: Routledge OUR PRICE: $168.30 Product Type: Hardcover - Other Formats Published: February 1997 |
Additional Information |
BISAC Categories: - Business & Economics | Marketing - Research - Business & Economics | Advertising & Promotion |
Dewey: 658.83 |
LCCN: 96025516 |
Series: Haworth Marketing Resources |
Physical Information: 0.9" H x 6" W x 8.5" (1.40 lbs) 286 pages |
Descriptions, Reviews, Etc. |
Publisher Description: From Oreos, Jell-O, raisins, and milk to amusement parks, retail centers, ATMs, and mutual funds, the case studies presented in Marketing Research That Pays Off offer you insight into how actual companies have used market research to successfully solve marketing problems. Editor Larry Percy has collected a series of cases from consumer, service, and industrial marketing executives that provides a problem/solution look at how to address major marketing issues with marketing research. The studies presented cover such topics as communications issues, new product introduction, brand equity, brand positioning, and sales analysis. Because they represent successful applications of marketing research to challenging questions, these cases offer a number of specific lessons. Throughout, Marketing Research That Pays Off shows you how to:
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