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Synopsis
In this provocative and insightful book, highly regarded marketing research expert Lawrence Gibson argues that the multibillion-dollar marketing research industry has largely failed. The book shows you exactly why it's failed and how it must change. Gibson asserts that businesses need a different way of looking at marketing research, both more scientific and more practical. Marketing research needs to help you solve marketing problems and capitalize on marketing opportunities and not merely be a source of data.
The logical steps required to do marketing research right are simply and clearly described in the book. Cases from the author's extensive experience show you how his problem-solving approach has worked in real-world situations and demonstrate the dramatic sales and financial gains you can achieve when marketing research is properly designed and used.
The book also provides you practical guidance to enhance your problem-solving and political skills to help corporate leaders identify more profitable actions and make more profitable decisions.
The logical steps required to do marketing research right are simply and clearly described in the book. Cases from the author's extensive experience show you how his problem-solving approach has worked in real-world situations and demonstrate the dramatic sales and financial gains you can achieve when marketing research is properly designed and used.
The book also provides you practical guidance to enhance your problem-solving and political skills to help corporate leaders identify more profitable actions and make more profitable decisions.
"synopsis" may belong to another edition of this title.
About the Author
Lawrence Gibson had a long and highly regarded career in marketing research. He was Director of Corporate Marketing Research at General Mills, Inc., for 20 years, an advertising agency researcher, and a consultant to such clients as General Motors, Amoco, and Motorola.
For many years Gibson led the American Marketing Association's Introduction to Marketing Research program at Notre Dame, and was a frequent speaker at AMA and Advertising Research Foundation conferences. He has served on AMA's National Board and chaired its Marketing Research Committee. He was a member of the Marketing Research Editorial Review Board and has published many articles in professional journals.
Gibson was a Trustee of the Marketing Science Institute. He's chaired The Conference Board's Marketing Research Council and the Association of National Advertisers' Research Committee. He also served on the Business Research Advisory Council of the Bureau of Labor Statistics.
For many years Gibson led the American Marketing Association's Introduction to Marketing Research program at Notre Dame, and was a frequent speaker at AMA and Advertising Research Foundation conferences. He has served on AMA's National Board and chaired its Marketing Research Committee. He was a member of the Marketing Research Editorial Review Board and has published many articles in professional journals.
Gibson was a Trustee of the Marketing Science Institute. He's chaired The Conference Board's Marketing Research Council and the Association of National Advertisers' Research Committee. He also served on the Business Research Advisory Council of the Bureau of Labor Statistics.
From the Back Cover
Praise for Not Just Numbers
"I highly recommend Larry Gibson's Not Just Numbers to marketing and marketing research managers. In it, Larry presents a uniquely practical – and more scientific – view of marketing research. Using cases from his own broad experience, he shows how this way of using research can help marketers solve their problems, realize their opportunities, and increase their profit potential."
— Chuck Chakrapani, Ph.D., President, Leger Analytics, Distinguished Visiting Professor, Ted Rogers School of Management
"Larry is a critical and visionary thinker extraordinaire with passionately held views about the way marketing research is defined and practiced and its unrealized potential. This book will articulate a needed viewpoint developed and honed over a long and successful career in the trenches. He doesn't shy away from controversy. This book will be provocative and will make an important contribution."
— William Etter, Ph.D., Director, Customer Loyalty and Equity, Research International
"Larry Gibson's superior intellect and knowledge of consumer behavior were instrumental in making critical insights that led to successful marketing campaigns."
— Steve Rothschild, Former Executive Vice President, General Mills
"Early in his long and storied career, Larry recognized marketing research was falling far short of its potential. Underutilized by marketing managers and misdefined by marketing textbooks, research often focused on the wrong activity at the wrong time in the decision process. In this book he describes an approach to research he has used successfully that is both intellectually appealing and intuitively sound. It should be required reading for marketing managers and marketing researchers."
— Michael J. Etzel, Ph.D., Emeritus Professor of Marketing, University of Notre Dame
"I highly recommend Larry Gibson's Not Just Numbers to marketing and marketing research managers. In it, Larry presents a uniquely practical – and more scientific – view of marketing research. Using cases from his own broad experience, he shows how this way of using research can help marketers solve their problems, realize their opportunities, and increase their profit potential."
— Chuck Chakrapani, Ph.D., President, Leger Analytics, Distinguished Visiting Professor, Ted Rogers School of Management
"Larry is a critical and visionary thinker extraordinaire with passionately held views about the way marketing research is defined and practiced and its unrealized potential. This book will articulate a needed viewpoint developed and honed over a long and successful career in the trenches. He doesn't shy away from controversy. This book will be provocative and will make an important contribution."
— William Etter, Ph.D., Director, Customer Loyalty and Equity, Research International
"Larry Gibson's superior intellect and knowledge of consumer behavior were instrumental in making critical insights that led to successful marketing campaigns."
— Steve Rothschild, Former Executive Vice President, General Mills
"Early in his long and storied career, Larry recognized marketing research was falling far short of its potential. Underutilized by marketing managers and misdefined by marketing textbooks, research often focused on the wrong activity at the wrong time in the decision process. In this book he describes an approach to research he has used successfully that is both intellectually appealing and intuitively sound. It should be required reading for marketing managers and marketing researchers."
— Michael J. Etzel, Ph.D., Emeritus Professor of Marketing, University of Notre Dame
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Not Just Numbers: Rediscovering the Promise and Power of Marketing Research
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