6
Marketing Information System and Research
LEARNING OBJECTIVES
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 ...
Get Services Marketing, 2nd Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
