06/ 02/ 2004
by Alan R. AndreasenJossey-Bass, $27.95
Dispelling the myth that you can't get quality marketing research without a large budget, Marketing Research That Won't Break the Bank gives small business owners and managers a practical guide on how to incorporate affordable research into their marketing efforts. Author Alan R. Andreasen, a widely recognized marketing expert, reveals tips and proven techniques for assessing your company's research needs, developing and implementing appropriate programs and ensuring the quality and effectiveness of these research activities. With small business budgets in mind, this easy-to-use volume empowers owners and managers to utilize marketing research as a means of increasing the effectiveness of their organizations.
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