After studying this chapter, you will be able to:
Understand the importance of the marketing information system
Describe the process of marketing research
Understand the applications of marketing research
Describe the research methods for service research
A management graduate from a premier business school, Venkat started his career with a multinational company engaged in the production and marketing of tangible consumer goods.
Five years into the job, he managed to break free from the monotony of a deadline-driven workday. He began to scout for feasible options with the idea of setting up his own outfit with low capital investment. He realized that the services sector offered ...