MARKETING research
MARKETING research
Consumer.ology
Nicholas Brealey Publishing ,
2010
Customer Focus, Marketing
Market research in the form of consumer focus groups, polls, and surveys has long been the normal and accepted manner for testing new products, services, and communications materials. In Consumer.ology...
The Shift
Jossey-Bass ,
2009
Business Strategy, Marketing
In the past, marketing was viewed as a function that simply provided sales support. However, marketing has now become a strategic growth driver and is essential in communicating customer insights throughout the company...
The Marketing Accountability Imperative
Jossey-Bass ,
2009
Business Strategy, Marketing
Marketing opportunities have exploded in the last decade, increasing customer touch-points far beyond the traditional print, television, radio, and out-of-home categories. At the same time, audience groups have become...
