Managing Marketing Information (RLE Marketing): 1st Edition (Paperback) book cover

Managing Marketing Information (RLE Marketing)

1st Edition

By Nigel Piercy, Martin Evans


242 pages

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Paperback: 9781138980310
pub: 2015-11-26
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Hardback: 9781138793149
pub: 2014-08-22
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pub: 2014-09-15
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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.

Table of Contents

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.

About the Authors

Multivolume collection by leading authors in the field

About the Series

Routledge Library Editions: Marketing

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Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Marketing / General