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Lecture

Ch. 1 - McDaniel-f2013.doc

3 Pages
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Department
Marketing
Course Code
MARK312
Professor
Webb Dussome

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Description
CHAPTER 1THE ROLE OF MARKETING RESEARCH IN MANAGEMENT DECISIONMAKINGIIntroductionAThe Marketing ConceptTo effectively accomplish their goals firms today have adopted the marketing concept which requires two orientationsconsumer systemWant to avoid consideration of poor info so need to have understanding of research techniquesBThe Value of Marketing ResearchTwo examples1Customer Relationship Management CRM aknowledge of the marketUse it to develop satisfied customersbeffective training progr
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