Account planning exists for the sole purpose of creating advertising that truly connects with consumers. While many in the industry are still dissecting consumer behavior, extrapolating demographic trends, developing complex behavioral models, and measuring Pavlovian salivary responses, Steel advocates an approach to consumer research that is based on simplicity, common sense, and creativity–an approach that gains access to consumers’ hearts and minds, develops ongoing relationships … [ Read more ]
Content: Book | Author: Jon Steel | Subjects: Advertising, Market Research, Marketing / Sales
What are your customers thinking? Wouldn’t it be great to identify what they want in a product or service? Business owners understand the value of market research for uncovering customer needs and desires, yet the cost is often prohibitive for companies on a small budget, where research is considered too expensive and time-consuming.
According to author Lloyd Corder, a seasoned marketing research strategist, you can conduct … [ Read more ]
Content: Book | Author: Lloyd Corder | Subjects: Market Research, Small Business
Hearing the Voice of the Market provides a detailed plan that enables managers throughout the organization to make more frequent and better use of market information. The book shows managers how to develop the two capabilities that distinguish the successful, market-oriented firm–competent curiosity, and competent knowledge use. The two are closely linked: inadequate information cannot be used well, and sound information is wasted if it … [ Read more ]
Content: Book | Authors: Gerald Zaltman, Vincent P. Barabba | Subjects: Management, Market Research
This book has established itself as a classic through seven previous editions by presenting superior, balanced coverage of both the qualitative and quantitative aspects of marketing research.
Content: Book | Authors: Dawn Iacobucci, Gilbert A. Churchill | Subject: Market Research
Thousands of entrepreneurs and small businesses suffer from not understanding their customers. They don’t what they are doing right that causes customers to come to them. And, importantly, they don’t know why customers choose to shop a competitor instead. Essentially, they lack a clear understanding of the needs of their customers and prospects which, if exploited, would assuredly grow their business. Often ego or downright … [ Read more ]
Content: Book | Author: Robert J. Kaden | Subjects: Market Research, Marketing / Sales