The Handbook of Marketing Research

The Handbook of Marketing Research

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The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.MARKETING PROBLEM-SOLVING MODES Creating a€c No precise problem formulation a€c No theory a€c Remote associations a€c No ... SPRINTER (Urban, 1970), CALLPLAN (Lodish, 1971), DETAILER (Montgomery, Silk, aamp; Zaragoza, 1971), ADMOD (Aaker, 1975), STRATPORT, and SH. ... an offer are used to optimally allocate marketing expenditures over customers/prospects (Reinartz aamp; Kumar, 2000, 2003).

Title:The Handbook of Marketing Research
Author: Rajiv Grover, Marco Vriens
Publisher:SAGE Publications - 2006-06-23

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