- Author: D. V. L. Smith
- ISBN: 9780470668085
- Year Published: 2001
- Pages: 272
- BISAC: BUS043000, BUSINESS & ECONOMICS/Marketing / General
About the Book and Topic:
This book will be an excellent addition to the list. It will be a very practical book that will enable marketing managers to draw on the theory of market research and turn it into practical information for making informed strategic decisions.
This is a very practical book that enables marketing managers to draw on the theory of market research and turn it into practical information for making informed strategic decisions. It highlights the basic principles about information, acknowledging the fact that we are entering a new era that is well away from the old fashioned model of a market research agency supplying survey type data. Increasingly, this process will be replaced with a much more instantaneous process where data from different sources–internal and external–are quickly fired at the marketer, with he/she being expected to make immediate sense of it. The book is a user friendly, very accessible book for the marketing manager who needs to process mountains of marketing information, but who will not have the time, or inclination, to read detailed texts. * Unique in its cross boundary approach to the subject of managing information. * Packed with easy-to-understand checklists, questions, answers, insights, and action points that help the marketing manager cope with the “information explosion.” * Anecdotes, vignettes, sound bites from psychology, philosophy, history, art, human sciences, and small real-life case examples illustrate the book throughout. * The author has excellent credentials–between 1995 and 1997 he was Chairman of The Market Research Society (over 1 million members) and is currently Vice President.
About the Author
DR DAVID SMITH is Chairman of DVL Smith Ltd, a business research agency, part of the Incepta Group plc, and also a Visiting Professor at the University of Hertfordshire Business School. He is a Fellow and Vice President of the Market Research Society, and a former Chairman of the Society. He is a silver medal holder of the Market Research Society, and has received Best Paper Awards for papers presented at Market Research Society, ESOMAR and also Business and Industrial Group conferences. He is a graduate member of the British Psychological Society and a member of the Chartered Institute of Marketing and the Institute of Management Consultants. He holds a doctorate in organisational psychology from Birkbeck College, University of London. JONATHAN FLETCHER is a Director of DVL Smith Ltd. He holds a research degree in philosophy from the University of Cambridge. Prior to joining DVL Smith Ltd he worked in the Bank of England. He has given papers at various ESOMAR and Market Research Society conferences, in addition to contributing chapters on market research methodology to various books. With the Managing Director of DVL Smith Ltd, Andy Dexter, he won the Best Methodological Paper Award at the 1999 ESOMAR Congress.