Inside Information
A Guide to Releasing the Power of Your Market
David Smith, Jonathan Fletcher
Résumé
Increasingly, marketers have immediate access to a plethora of information about their markets which they must rapidly assimilate and just as quickly translate into strategic action. This book arms marketing professionals with powerful tools to help them meet the challenge of the twenty-first century information explosion. This extremely practical guide is packed with easy-to-use checklists, Q&As, sidebars, vignettes, and actions steps. And the authors? unique cross-disciplinary approach?featuring soundbytes from philosophy, psychology, history, art, and the hard sciences?makes this book as enjoyable a read as it is instructive.
Contents
- Mastering twenty-first-century information
- Acquering effective information habits
- A primer in qualitative evidence
- Understanding survey data
- Designing actionable research
- Holistic data analysis
- Information-based decision-making
- Bibliography
- Index
L'auteur - David Smith
DVL Smith Group, Solar House, London.
Autres livres de David Smith
L'auteur - Jonathan Fletcher
DVL Smith Group, Solar House, London.
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Wiley |
| Auteur(s) | David Smith, Jonathan Fletcher |
| Parution | 01/01/2001 |
| Nb. de pages | 260 |
| Format | 15,5 x 23,5 |
| Couverture | Broché |
| Poids | 536g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780471495437 |
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