Marketing Research and
This book represents a critical resource for marketing research professionals.
Drawing upon economic research, provider and client surveys, and in-depth
interviews with twenty-eight industry experts, the book provides a comprehensive
review of the research and information services industry.
The book reviews industry structure, factors of production,
and the information supply chain. It identifies industry
trends and makes forecasts for the future.
Especially useful for service providers, the
book talks about product positioning, pricing strategies, and alternative paths
to success. It also points to client information needs
and concerns about return on investment. It identifies buyer segments and
ISBN 0-9727297-0-4 • $49.95 • 200 pages