Inside Information

D. V. L. Smith

• 16 januari 2001
• 9780471495437

Samenvatting:

This book, for the first time, brings together a wealth of insight and advice on the world of market research. It is the first book to define the holistic analysis process in a way that will allow industry to debate and advance these methods and approaches.

It plugs the gap between what newcomers to the market research industry can read about in a text book and what actually happens in practice in agencies and client organizations.

It seeks to help individuals working in the world of marketing to develop more confidence about using a range of hard and soft techniques in an holistic way, in order to better understand business information.