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About Mktg671 Ch4 Notes
This document provides an overview of key concepts from Chapter 4 of the textbook "Marketing Management 12th Edition by Kotler and Keller". It discusses the 6 steps of the marketing research process: 1) define the problem and objectives, 2) develop a research plan, 3) collect information, 4) analyze the information, 5) present findings, and 6) make a decision. Various research methods and tools are described for collecting primary and secondary data. The challenges of data collection and importance of measuring marketing productivity through metrics and modeling are also summarized.
Detailed Information
| Author: | ['Reetu Rahman'] |
|---|---|
| Publication Year: | 2019 |
| Pages: | 7 |
| Language: | English |
| Format: | |
| Price: | FREE |
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