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As the manager of a small or medium-sized business, you cannot justify the cost of hiring an outside consultant to learn more about your market or customers. But today, staying one step ahead of competitors demands that you understand and provide the products and services your customers need. How can you find, collect, and evaluate valuable marketing information on your own?
Marketing Intelligence is a practical business tool you can use to discover what your customers really want and what your competitors are doing about it. Jack Savidge describes easy-to-implement methods that fit your specific situation. You'll discover how to understand customers' perceptions of value, choose the distribution alternative to best meet customers' purchase preferences, and keep an eye on the competition so you can avoid losing market share.
Savidge leads six fictional owners and managers of various businesses through practical, nontechnical, intelligence-gathering steps to solve marketing challenges. You can apply Savidge's lessons to your own business and gain important market information!
You'll find checklists, diagrams, simple spreadsheet formats, and ready-to-use forms that will help you discover customer opinions and preferences immediately, strategies and procedures for conducting personal, telephone, mail, and focus panel surveys so you can save time and avoid excessive expense, and proven methods to discover what competitors are up to so you can adapt winning marketing tactics to retain current customers and recruit new ones.
No matter if your company is big or small, Savidge shows you the importance of customer focus, helps you evaluate your business's strengths and weaknesses, and equips you with the tools to build marketing intelligence within your organization. With Marketing Intelligence as your guide, you can find out what your customers want... fulfill their every wish ... and do it now for tomorrow's success!
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Book Description Irwin Professional Pub, 1992. Condition: Brand New. New. Seller Inventory # A263