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New Marketing Research Systems: How to Use Strategic Database Information For Better Marketing Decis Normal price: 110 Our price: 93.5 + postage Bargain: save £16.5 ! Product code: 10673 ISBN: 0471530581 397 pages Format: Hb Published by: John Wiley & Sons, 1993, 1st edition There are no reviews available for this book Description of New Marketing Research Systems: How to Use Strategic Database Information For Better Marketing Decis David Curry is the first author to capture the essence of the new marketing research. he research systems he describes are based on technology that permits the collection, storage, and use of disaggregate data. In contrast to standard methods, these new systems are based on observations not surveys; they produce dynamic results in real time, not static project reports; and they identify business opportunities, rather than simply reduce business risks. With this book as their field manual, today's under fire marketers no longer have to battle the sheer volume and detail of electronic database information with inadequate tactical support. New Marketing Research Systems: How to Use Strategic Database Information For Better Marketing Decis - Chapter headings Part 1: Marketing Research Systems 1. The New Research Focus 2. The New Technology 3. Information Conglomerates 4. The Strategic Role of Research 5. Research Projects versus Research Systems Part 2: Single-Source Systems 6. The Single Source Concept 7. The Major Single-Source Suppliers 8. Concepts in Single-Source Reporting 9. Single-Source Reports for Manufacturers 10. Single-Source Reports for Retailers 11. Single-Source Reports for Advertising Agencies: Scanner-Based and Electronic Research Services Part 3: Geodemographic Systems 12. The Geodemographic Concept 13. Geodemographic Research Firms: The Big Four 14. The Power of Geodemographic Systems 15. Desktop Geodemographic Systems 16. Europe and Geodemography Part 4: Advanced Topics 17. Micromerchandising Systems 18. Category Management Index