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A good marketing information system is an essential ingredient of all successful marketing. This book provides a comprehensive introduction to this key subject. This book not only covers market research techniques but also shows how research techniques should fit into a broader market information system which is skilfully and intelligently designed to suit the particular corporate context.
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Managing Marketing Information, Nigel Piercy, Martin J. Evans
- Language
- Released
- 1983
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- (Paperback)
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