This step-by-step textbook shows students how to design, conduct, and interpret market research. Marketing research … the proper research design and on to advice on successfully presenting results. Marketing research provides clear …

maintain brand equity. This book gives marketing and sales professionals the information they need to produce maximum value … from each marketing dollar. Anyone in the financial industry can benefit from this book, from senior corporate management … marketing plans. Researching your plan. Quantitative market research. Qualitative research. The elements of the plan. The SWOT …

A guide to internal marketing and the seven components of an internal marketing strategy: vision, mission and values of … strategy; and integrating internal and external marketing …

Chapter 7. Business-to-business marketing: organizational buying behaviour, relationships and networksChapter 8 …. Marketing research; Chapter 9. Quantitative methods in marketing; Chapter 10. Market segmentation; Part Three: Managing the … Marketing Function; Chapter 11. Managing the marketing mix; Chapter 12. New product development; Chapter 13. Pricing; Chapter 14 …

into trouble -- Brand "personality" and extension positioning : a brand marketing casebook -- A crash course in brand … marketing -- Brand marketing : today and tomorrow …Internationally respected marketing consultant Joe Marconi shows how to build a "value-added" brand in today …

. Professor Ehrenberg and double jeopardy ; or, the effect of the brand on the advertising -- The double jeopardy theory …