Managing Marketing Information (RLE Marketing) - 9781138980310

Taylor & Francis

Managing Marketing Information (RLE Marketing)Author(s): Nigel Piercy, Martin Evans\nFormat: Paperback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9781138980310, 978-1138980310\nSynopsis\nA 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.