1st Edition
Market Research and Consumer Insight Developing Professionally Researched Marketing Strategies and Campaigns
Introduction: How market research, data and information influenced the growth and development of the marketing services sector. Chapter One: Adding value to marketing and communications strategic and operational planning. Chapter Two: Insightful Marketing and Communications Planning. Chapter Three: Using research and insight to anticipate competitive marketing and communications plans and campaigns. Chapter Four: Key market research, insight, and data analytics techniques. Chapter Five: Measuring the impact of marketing and communications campaigns. Chapter Six: How Global and ‘Glocal’ marketing depend on research and consumer insight. Chapter Seven: The future: Enhancing customer experience through traditional research and digital data analysis. Chapter Eight: Progressive consumer insight in action.
Biography
Robin J Birn is a marketing professional, management trainer, mentor and academic at St Mary’s University, Twickenham. A fellow of the Chartered Institute of Marketing and The Market Research Society and member of the Academy of Marketing Robin has worked with major brands in several industries both as a researcher and consultant for 50 years in the UK, USA, Europe, Asia Pacific and South America. His experience was gained mainly in market research agencies and his own marketing consultancy working with major brands and small and medium sized enterprises. He is a British/US dual national born in the UK and is a Freeman of the City of London. He is author of several books and papers discussing specialist skills in using research to develop consumer insight and provide brands with marketing and communications propositions.
