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Services Marketing, 2nd Edition by K. Mohana Rao

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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 ...

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