Marketing research is vital to part of organizational effectiveness in today's highly competitive marketplace. But many managers in small businesses with limited budgets consider it out of reach. In Marketing Research That Won't Break the Bank, Alan Andreasen shows readers how to get the information they need to make smart, strategic decisions without spending a lot of money. The tools and techniques presented will help managers gain an in-depth understanding of their target market, competitors, and environment without stretching the organization's budget.
- ISBN10 0787964190
- ISBN13 9780787964191
- Publish Date 18 October 2002 (first published 20 June 2002)
- Publish Status Active
- Publish Country US
- Publisher John Wiley & Sons Inc
- Imprint Jossey-Bass Inc.,U.S.
- Edition 2nd Edition
- Format Paperback
- Pages 304
- Language English