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2019 | OriginalPaper | Buchkapitel

9. Marketing Research

verfasst von : Rajagopal

Erschienen in: Contemporary Marketing Strategy

Verlag: Springer International Publishing

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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.

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Metadaten
Titel
Marketing Research
verfasst von
Rajagopal
Copyright-Jahr
2019
Verlag
Springer International Publishing
DOI
https://doi.org/10.1007/978-3-030-11911-9_9