| 本书对于那些接受短期培训的管理者、MBA，以及想迅速了解这一问题核心内容的教师和学生来说，都不失为极具价值的参考书。它还可以作为管理人员的藏书，以及那些有抱负的管理人员完善自己知识和技能的参考资料。 |
| contents 1 introduction vital inputs to business success marketing: a business philosophy and a management function summary 2 marketing research nature of marketing research main divisions of marketing research summary 3 sequential shges of marketingresearch value of systematic approach sampling methodology summary 4 reseach tools primary and secondary data questionnaire methodologies interviewing attractions and potential hazards of qualitative research suntmary .5 research uses basic techniques continuous research advertising research industrial marketing research primary data collection export research services research summary 6 market segmentation analyses role of market segmentation life-style segmentation industrial segmentation summary 7 final stages of the survey data processing tasks preparation and presentation of survey report summary appendix a: desk research notes appendix b: examples of questionnaires appendix c: recommended reading appendix d: case histories index |
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