Marketing Research That Won't Break the Bank: A Practical Guide to Getting the Information You Need

Alan R. Andreasen

ISBN 10: 0787964190 / ISBN 13: 9780787964191

Published by John Wiley & Sons Inc, 2002

About this Item

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Seller Inventory # B9780787964191

Bibliographic Details

• Title: Marketing Research That Won't Break the Bank: A Practical Guide to Getting the Information You Need
• Publisher: John Wiley & Sons Inc
• Publication Date: 2002
• Language: English
• ISBN 10: 0787964190
• ISBN 13: 9780787964191
• Binding: Paperback / softback
• Edition: 2nd Edition
• Condition: New
• Weight: 559 grams

About this title

Synopsis

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.

About the Author

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).