Marketing Research: An Integrated Approach

21 November 2017

This book places marketing research into the bigger picture of marketing and demonstrates how marketing research and its understanding should be seen as a key element of marketing rather than as a back room activity performed by statisticians. The text integrates the key concepts and techniques of marketing research with the management of customer information from databases, loyalty cards and customer files. The book is written in a clear and accessible style and includes many examples, real life case histories and discussions of current issues in marketing research and customer information management.

This book is one of the recommended texts for the UK Chartered Institute of Marketing’s Professional qualifications in Marketing Information and Research, and thus is essential reading for anybody considering taking these CIM qualifications.