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Essentials of Marketing Research: Part I

Essentials of Marketing Research: Part I

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Published: 3 years ago

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Marketing research is a critical part of marketing decision making; it helps in improving management decision making by providing relevant, accurate, and timely information. Every decision poses unique needs for information, and relevant strategies can be developed based on the information gathered through marketing research in action. Too often, marketing research is considered narrowly as the gathering and analyzing of data for someone else to use. However, firms can actually achieve and sustain a competitive advantage through the creative use of market information generated by marketing research. Hence, marketing research is defined as the information input to decisions, not simply the evaluation of decisions that have been made. Market research alone, however, does not guarantee success; the intelligent use of market research is the key to business achievement. A competitive edge is more the result of how information is used than of who does or does not have the information. This free book covers the relevant marketing research issues in a simple and palatable form for the readers to make them engaged in the process of research. I hope you will enjoy reading this book.


Paurav Shukla

About me I am a management thinker, educator, researcher, consultant and an entrepreneur based in the UK. I am a reader in the marketing area at the Brighton Business School, University of Brighton, Brighton, UK. I possess wide range of industry and academic experience from middle to senior level in healthcare and media industries. I have been delivering corporate training, teaching and consulting assignments for various organizations in the Europe, Asia and North Africa. I have also been involved with academic institutions and corporate organizations including not for profit organizations in the capacity of advisor and board of directors. I have directly taught students representing more than 60 nationalities. I have been one of the pioneers in e-teaching methods. I possess more than 1500 man hours worth of training experience to executives representing a wide range of industries and companies from many nations. I have been involved with various EU funded research projects involving several nations from EU and Asia. I have to my credit articles and research papers, published and presented at national and international level conferences and seminars. I have written in the area of customer expectations and consumption experiences, luxury marketing and branding, international marketing and SME management in international journals including Journal of World Business, International Marketing Review, Journal of Product and Brand Management, Advances in Consumer Research, Journal of Consumer Marketing, Services Marketing Quarterly, Marketing Intelligence and Planning, Journal of Entrepreneurship among others. I have also been involved as a guest editor for the Asia Pacific Journal of Marketing and Logistics. I am on the editorial and review boards of several internationally refereed conferences and journals.

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