Margaret Crimp Livres

An introduction to the marketing research process; Exploring the market; Describling markets: design choices; Describing markets: focus on sampling; Describing markets: collecting data by means of questions; Market segmentation; Developing a branded product or service; Establishing the brand identity and pre-testing the whole; Conveying the brand message: media planning; Out in the open; the final go/no-go decision; Evaluating performance