Abstract
The term ‘marketing research’ is used to describe a variety of quite different activities. The complete research function is to provide, analyse and interpret the flow of relevant information about financial services markets, so that management and marketing decisions are made with real knowledge and understanding of all the facts. Marketing research is the search for and utilisation of information from all available sources and its adaptation to financial services marketing needs.
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© 1996 Arthur Meidan
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Meidan, A. (1996). Marketing Research. In: Marketing Financial Services. Palgrave, London. https://doi.org/10.1007/978-1-349-24475-1_3
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DOI: https://doi.org/10.1007/978-1-349-24475-1_3
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