ABSTRACT
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 I
Introduction: Decisions, Information and Systems
part II|94 pages
Elements of the Marketing Information System
part III|79 pages
Managing Marketing Information