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Develop Your Marketing Skills: Understand Contemporary by Neil Richardson, Ruth Gosnay

By Neil Richardson, Ruth Gosnay

The combo of industry fragmentation and over-supply skill the necessity to comprehend shoppers is larger than ever. Develop your advertising Skills addresses key modern advertising concerns in a fashion that enables readers to enforce genuine alterations to their organizations. 

Covering product administration, industry learn, communications, and pricing views, the textual content provides insights into how theories and instruments paintings in real enterprise scenarios. The authors convey find out how to enhance client pride and spotlight well timed concerns comparable to sustainability.  

With transparent diagrams, bankruptcy summaries and urged activities, this book offers a finished advent to the selling field. 

Now together with a unfastened program for iPhones that offers extracts from nine books within the Sunday instances developing luck sequence, fees and information from the specialists.

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Extra resources for Develop Your Marketing Skills: Understand Contemporary Marketing; Apply Theories and Principles; Use Research to Make Informed Decisions (Creating Success)

Example text

Once you’ve made your choice, you then have to undertake the collection of primary data, which is quite a skilled task with a variety of methods or techniques. Here are a few of the most common ways to collect primary data. Observation This is when the researcher has no direct contact with the respondent; he or she is merely observing behaviour. Many psychologists use this form of research to study the difference in children’s behaviour by watching them from behind a glass mirror. They may introduce a new toy to the child to see if his or her behaviour changes.

Questions 1. Why do marketers need to invest in marketing research? 2. What are the risks associated with marketing research? 3. What is secondary data? Give examples. Explain what the term primary data means and give examples. 5. Why is the setting of research objectives so crucial? 51 5 Product management Having considered what marketing represents, how research is undertaken, how consumers purchase and your organisation’s marketing environment, it’s now time to develop further understanding of how we actually ‘do’ marketing.

5. How often should you monitor your marketing environment? 26 This page intentionally left blank 27 3 Customers in all their glory Why do marketers need to understand how consumers behave? Have you ever stopped and considered why you are shopping in the manner that you are? Why you are shopping in a particular location? Or shop? Have a look at the products and brands in your shopping trolley the next time you go food shopping. Are you purchasing own-label brands? Premium brands? Why? What causes you to reach out and select a particular product?

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