Doing Marketing Research: Alternative Methods for Market Sensing (Hardcover) (ISBN-13: 9781032972275)

Vendor: Alison Lawson
Product type: Books
Format: Hardcover
$245.00
$245.00
$245.00
Subtotal: $245.00
WR Book House

Doing Marketing Research: Alternative Methods for Market Sensing

$245.00

Doing Marketing Research: Alternative Methods for Market Sensing

$245.00
Format: Hardcover
Description
Description
x

Traditional research methods in marketing can be illuminating, but all too often fail to provide the depth of understanding that organisations need to anticipate market needs. Doing Marketing Research enables researchers to get greater depth and meaning from their research and organisations to make smarter strategic decisions.



Author: Alison Lawson
ISBN-10: 1032972270
ISBN-13: 9781032972275
Publisher: Routledge
Language: English
Published: 03/31/2025
Pages: 250
Format: Hardcover
Weight: 1.37lbs
Size: 9.61h x 6.69w x 0.63d
By Alison Lawson
By Alison Lawson
x

Alison Lawson is Head of the Discipline of Marketing and Operations at the University of Derby. Her research interests are in marketing for social good, sustainability and customer behaviour. Before going into higher education, she worked in book publishing and contract research for the education sector at a nonprofit organisation.

Charles Hancock is Senior Lecturer in Marketing at the University of Derby, specialising in ZMET visual methods and research related to a sustainable society. His extensive industry background enriches his teaching, which covers contemporary marketing challenges, commercial programmes, live agency briefs, and independent studies. Before academia, Charles held senior management roles across Europe.

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