Managing Marketing Information (RLE Marketing)

1. Auflage 2014
ISBN: 978-1-138-79314-9
Verlag: Routledge

Buch, Englisch, 242 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 531 g

Reihe: Routledge Library Editions: Marketing

A 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.

Autoren/Hrsg.

Piercy, Nigel

Evans, Martin

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Part 1: Introduction: Decision, Information and Systems 1. Marketing Decisions and Marketing Information 2. The Marketing Information System Part 2: Elements of the Marketing Information System 3. Marketing Productivity Analysis 4. Marketing Intelligence 5. Marketing Research 6. Market and Marketing Models Part 3: Managing Marketing Information 7. Developing Marketing Information Systems 8. Organisation for Marketing Information 9. Evaluating the Marketing Information Function.

Über Autor(innen)

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