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Managing Marketing Information (RLE Marketing) de Nigel Piercy

Managing Marketing Information (RLE Marketing): Routledge Library Editions: Marketing

Autor Nigel Piercy, Martin Evans
en Limba Engleză Hardback – 22 aug 2014
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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Specificații

ISBN-13: 9781138793149
ISBN-10: 1138793140
Pagini: 242
Dimensiuni: 156 x 234 x 18 mm
Greutate: 0.48 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria Routledge Library Editions: Marketing

Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate, Professional, and Undergraduate

Cuprins

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.

Notă biografică

Multivolume collection by leading authors in the field

Descriere

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.