Marketing Research

Prof Rajagopal

Chapter Chapter 9 in Contemporary Marketing Strategy, 2019, pp 245-272 from Springer

Abstract: Abstract This chapter raises several applied perspectives on marketing research methods that need to be used in marketing research to support development of competitive strategies. The scope of marketing research, process of conducting marketing research, methodologies and research models, diverse research areas, and technology and market drivers for exploring future research have been addressed in this chapter. The principal objective of the chapter is to impart knowledge on skills on marketing research for managers to use it as a tool to support development of marketing strategies.

Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-11911-9_9

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DOI: 10.1007/978-3-030-11911-9_9

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