Bøger af Robin Birn

Covers key market research techniques, from asking the right questions and using statistics to analysing data and acting on the information. This title includes examples and lessons from benchmark companies in publishing, consumer goods, brewing and others. It also includes a glossary of key concepts and a comprehensive resources guide.

Offers a wealth of practical information on creative strategies to increase book sales in a competitive and rapidly changing marketplace and gives expert guidance on different elements of the marketing process.

This handbook of market research techniques is designed for all levels of marketing professionals. Taking a highly practical approach, it covers everything from market research survey planning and quantitative research over the Internet to geodemographics, analysis, modelling and report writing.

The Effective Use of Market Research looks at the circumstances in which market research is necessary, and explains what management can expect to gain from research and then analyses the type of business decisions that may be taken as a result.