Abstract
Marketing research occupies the last chapter of this book because it is the intelligence service which can be applied to most elements in the marketing mix. Rightly or wrongly, we have included test marketing and advertising research in the marketing mix, and we shall not quarrel with those marketing writers who prefer to isolate all aspects of research as a service to marketing. Here, we shall attempt to draw the threads together and show how different research techniques can be applied to the totality of marketing communications. We say totality because marketing communications occur at all levels of the marketing strategy. We disagree with those writers who see marketing communications as purely promotional, is if echoing the old 4Ps formula.
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References
Addison, Jim, article, Market Research: Who Needs It? Sales and Aiaketing Management, July/August, 1987.
Baker, Michael, Marketing: An Introductory Text, 4th edn., 1985 Macmillan, London.
Plachta, Joan, interview with Kerry Martin, Researching the unknown factor, PR Week, August 20, 1987.
Rothman, James, Handling change in a continuous survey, booklet reproducing paper, February 1986, journal of the Market Research Society London.
Technical Appendices, National Readership Survey, JICNARS, London, 1986.
Top Ten TV Programme, BARB, London, June 26, 1988.
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© 1990 Frank Jefkins
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Jefkins, F. (1990). Marketing Research. In: Modern Marketing Communications. Springer, Dordrecht. https://doi.org/10.1007/978-94-011-6868-7_22
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DOI: https://doi.org/10.1007/978-94-011-6868-7_22
Publisher Name: Springer, Dordrecht
Print ISBN: 978-0-216-92694-3
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