Marketing Research for Managers

* Highly practical and informative * New material which highlights the impact of new technology * New case studies and examples

Aims to enable managers to become more informed research users and buyers. This edition of the text includes: the development of the "knowledge economy"; analysis of customer relationship management; comprehensive discussion of electronic techniques; and, case studies and examples.

The purpose of Marketing Research for Managers is to enable managers to become more informed research users and buyers. The more managers know about how marketing research works, the more effective they can be in using it as a management tool.

This new edition of the text includes:

* The development of the "knowledge economy"
* Analysis of customer relationship management
* Comprehensive discussion of electronic techniques
* New and updated case studies and examples