Marketing Research That Pays off by William Winston
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Marketing Research That Pays off
By William Winston

Marketing Research That Pays off

Case Histories of Marketing Research Leading to Success in the Marketplace

By (author) See other recent books by William Winston See other recent books by Larry Percy
Format: Hardback

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Marketing Research That Pays off by William Winston

Book Description

From Oreos, Jell-O, raisins, and milk to amusement parks, retail centers, ATMs, and mutual funds, the case studies presented in Marketing Research That Pays Off offer you insight into how actual companies have used market research to successfully solve marketing problems. Editor Larry Percy has collected a series of cases from consumer, service, and industrial marketing executives that provides a problem/solution look at how to address major marketing issues with marketing research. The studies presented cover such topics as communications issues, new product introduction, brand equity, brand positioning, and sales analysis. Because they represent successful applications of marketing research to challenging questions, these cases offer a number of specific lessons. Throughout, Marketing Research That Pays Off shows you how to: * use the right sample for reliable data * reduce the time needed for traditionally multi-phased research * avoid the pitfalls of short-term effects in tracking data * deal with multinational research * use attitude measures to help interpret sales data * involve marketing management to ensure acceptance of results * make effective use of small budgetsThe format of each chapter allows the authors to pose a question or present a particular marketing problem and then take you step-by-step through the solution. Actual problems solved include how to improve upon a successful campaign, revitalize a failing retail center, avoid misunderstanding in conducting multinational research, use scanner data to help understand the package goods market, avoid being mislead by short-term effects in tracking data, learn what aspects of a package attract attention and what they communicate, and how to effectively reach both children and their parents with one message--all on a small budget. It is the unique problem/solution approach to marketing research that makes Marketing Research That Pays Off especially valuable to all marketing research professionals and beginner- to mid-level marketing managers. In addition, the book's easy-to-read presentation of case studies makes it approachable and useful as a companion text for classes in marketing and marketing research.

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Book Details

ISBN: 9781560249498
ISBN-10: 1560249498
Format: Hardback
(229mm x 159mm x 23mm)
Pages: 286
Imprint: Haworth Press Inc
Publisher: Taylor & Francis Inc
Publish Date: 28-Feb-1997
Country of Publication: United States

Other Editions...


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Consumer Satisfaction in Medical Practice by William Winston Consumer Satisfaction in Medical Practice, Hardback (August 1999)

A guide for physicians and other decision makers in health care to providing the services customers want. Among the suggestions are remembering that office budgets and profits for practitioners exist to help offer better health care, creating a consumer's bill of rights, sending out newsletters and announcements of staff or hour changes, and incorp

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