The word ‘marketing research’ is used to describe a variety of quite different activities. The complete research function is to provide, analyse and interpret a flow of relevant information about the bank markets, so that management and marketing decisions are made with real knowledge and understanding of all the facts. Marketing research is the search and utilisation of information from all available sources and its adaption to banks’ marketing needs.
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- Marketing research
- Macmillan Education UK
- Chapter 6