Title: Marketing Research That Won't Break the Bank: A Practical Guide to Getting the Information You Need
Publisher: Jossey-Bass
Publication Date: 2002
Language: English
ISBN 10: 0787964190
ISBN 13: 9780787964191
Binding: Soft cover
Edition: 2nd Edition
Condition: New

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).

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