The New Marketing Research Systems: How to Use Strategic Database Information for Better Marketing Decisions / Edition 1

Overview

Integrates the latest developments critical to marketing decision making. Redefines and reinvents marketing research by demonstrating how electronic data—UPC scanner, single source, trade area and geodemographic—can generate strategic information to aid in solving such marketing problems as national, regional or local focus, communications mix and the timing of activities. Details where to get and how to use information regarding decisions like the best shopping malls to locate a particular store; where to put an ATM; which catalogues, newspapers, radio and TV shows to advertise a product. Features excellent commentary on existing systems, a wide variety of databases and reports from commercial vendors such as A. C. Neilson, Information Resources, Inc. and much more.