Description
Book SynopsisFast track route to mastering market research
Covers key market research techniques, from asking the right questions and using statistics to analysing data and acting on the information
Examples and lessons from benchmark companies in publishing, consumer goods, brewing and others
Includes a glossary of key concepts and a comprehensive resources guide
ExpressExec is a unique business resource of one hundred books. These books present the best current thinking and span the entire range of contemporary business practice. Each book gives you the key concepts behind the subject and the techniques to implement the ideas effectively, together with lessons from benchmark companies and ideas from the world's smartest thinkers.
ExpressExec is organised into ten core subject areas making it easy to find the information you need:
01 Innovation
02 Enterprise
03 Strategy
04 Marketing
05 Finance
06 Operations and Technology
07 Organizations
08 Leading
09 People
10 Life and Work
ExpressExec is a perfect learning solution for people who need to master the latest business thinking and practice quickly.
Table of ContentsIntroduction to Express Exec
Introduction
What Is Market Research?
The Evolution of Market Research
The E-Dimension
The Global Dimension
The State of the Art
In Practice
Key Concepts and Thinkers
Resources
Ten Steps to Making Market Research Work
Frequently Asked Questions (FAQs)
Acknowledgements
Index
