The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

Marketing Research

Marketing research

Marketing research is the process of finding out about the market in which the firm hopes to succeed, and assessing all aspects of the firm's marketing strategies and tactics.

There is considerable debate about the difference between market research and marketing research, but the basic difference is that market research is concerned with investigating markets (customers, consumers, distribution, etc.) whereas marketing research is concerned with investigating any issues related to marketing (consumer behaviour, advertising effectiveness, salesforce effectiveness, etc. as well as everything contained in market research). Marketing research therefore encompasses market research.

Marketing research breaks down into several separate components, as follows:

  • Customer research. This is concerned with the motivation and behaviour of customers, their geographic and demographic spread, their number and spending power and ...
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