getAbstract rating
Overall  |
|
(8)Applicability |
|
Innovation |
|
Style |
|
| Level of Expertise |
|
(7)
(6)In this summary you will learn
- Which essential steps you should follow in conducting a market research project
- How to evaluate research projects
Why you should read Business to Business Marketing Research
In this thorough guide, authors Martin P. Block and Tamara S. Block delve into b-to-b marketing research, describing its component elements and explaining how to apply research techniques. They don’t consistently discuss research in the context of the marketing department, so you should probably have an idea of how research fits into your strategy before you open this book. Still, its narrow focus and intense expertise makes it appealing and valuable, if academically written. Block and Block describe how to manage research and find information. They explain how to use customer databases, analytical tools, survey techniques and financial values. This book is not light reading, but getAbstract.com recommends it to anyone interested in or working with marketing research.
About the authors
Leading marketing researcher Martin B. Block is a founder of the Integrated Marketing Program at Northwestern University’s Medill School of Journalism, where he is a professor. He co-authored Analyzing Sales Promotion. Tamara S. Block heads Block Marketing Research and co-authored The Sales Promotion Handbook.
Your opinion
Be the first to write a review for this title: Click Share your opinion above. Sign in to share your opinion
If you wish to purchase 20 or more copies of this title (not the summary, but the actual book), please contact us at info@getAbstract.com. Make sure you include the title of the book and your phone number.
getAbstract makes it easy for you to access the summary of Business to Business Marketing Research any time or any place. Once registered, you can choose from a variety of download formats: PDF for your computer, BlackBerry, iPhone, Kindle, PDA or other handheld devices. You can even obtain the audio version of many of our summaries.
Subscribe today to gain access to this summary as well as many other compelling titles!