Screen LibraryNot just numbers : rediscovering the promise and power of marketing research /
"In this provocative and insightful book, highly regarded marketing research expert Lawrence Gibson argues that the multibillion-dollar marketing research industry has largely failed. Today businesses desperately need help with their marketing problems, problems that truly scientific marketing...
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| Main Authors: | |
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| Published: |
Maven House Press,
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| Publisher Address: | Lambertville, NJ : |
| Publication Dates: |
2020. ©2016 |
| Literature type: | Book |
| Language: | English |
| Edition: | First paperback edition. |
| Subjects: | |
| Summary: |
"In this provocative and insightful book, highly regarded marketing research expert Lawrence Gibson argues that the multibillion-dollar marketing research industry has largely failed. Today businesses desperately need help with their marketing problems, problems that truly scientific marketing research functions would have addressed long ago. Evaluation and control of advertising, more creative idea generation, early assessment of new product potential, valid predictions of the effect of marketing decisions, and simpler, more general theories are precisely the areas where research could have contributed. Not Just Numbers shows exactly why marketing research has failed - too much focus on gathering and analyzing data - and how it must change. Gibson asserts that businesses need a different way of looking at marketing research, both more scientific and more practical. Marketing research needs to help solve marketing problems and capitalize on marketing opportunities and not merely be a source of data. The logical steps required to solve marketing problems and realize opportunities are simply and clearly explained in the book. Cases from the author's experience show how this problem-solving approach has worked in real-world situations and demonstrate the dramatic sales and financial gains produced when marketing research is properly designed and used. This book also provides practical guidance for researchers to enhance their problem-solving and political skills as well as their knowledge of scientific methodology. Finally, the book will help the marketing research profession earn the respect that should be accorded a scientific discipline, one central to marketing management, and one that helps corporate leaders identify more profitable actions and make more profitable decisions"--Publisher's website. |
| Item Description: | Originally published in hardcover in November 2016. |
| Carrier Form: | xxi, 216 pages : illustrations ; 23 cm |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: |
9781947540118 (paperback) : 1947540114 (paperback) |
| Index Number: | HF5415 |
| CLC: | F713.5 |
| Call Number: | F713.5/G449 |