“营销管理”绝密资料(英文版)(ppt 32页)

“营销管理”绝密资料(英文版)目录：
一、The Nature of Marketing Research
二、Marketing Research Defined
三、The Marketing Research Process
四、Basic Research
五、Basic Research Example
六、Applied Research
七、Applied Research Example
八、Scientific Method
九、Marketing Concept
十、Keeping Customers
十一、Total Quality Management
十二、Markets-Examples
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“营销管理”绝密资料(英文版)内容提要：
The Nature of Marketing Research：
Marketing research is one of the principal tools for answering questions because it:
Links the consumer, customer, and public to the market through information used to identify and define marketing
Generates, refines, and evaluates marketing actions
Monitors marketing performance
Underlines the understanding of marketing as a process
The Marketing Research Process：
This process includes:
specifying what information is required;
designing the method for collecting information;
managing and implementing the collection of data;
analyzing the results; and
communicating the findings and their implications.

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