Martin J. Evans Livres

Offering an invaluable insight into the world of direct and relationship marketing, this new edition provides a mix of academic theory and practical application. It is particularly suitable for undergraduate and postgraduate courses in direct marketing and related courses.

A good marketing information system is an essential ingredient of all successful marketing. This book provides a comprehensive introduction to this key subject. This book not only covers market research techniques but also shows how research techniques should fit into a broader market information system which is skilfully and intelligently designed to suit the particular corporate context.