Error loading page.
Try refreshing the page. If that doesn't work, there may be a network issue, and you can use our self test page to see what's preventing the page from loading.
Learn more about possible network issues or contact support for more help.
Advanced
Title details for Not Just Numbers by Lawrence D. Gibson - Wait list

Not Just Numbers

by Lawrence D. Gibson
ebook
Read a sample Read a sample

In this provocative and insightful book, highly regarded marketing research expert Lawrence Gibson argues that the multi-billion-dollar marketing research industry has largely failed. Not Just Numbers shows you exactly why it's failed – too much focus on gathering and analyzing data – and how it must change.
Gibson asserts that businesses need a different way of looking at marketing research, both more scientific and more practical. Marketing research needs to take a stronger role in helping to solve marketing problems and capitalize on marketing opportunities and not merely be a source of data.
The logical steps required to solve marketing problems and realize opportunities are simply and clearly explained in the book. Cases from the author's experience show you how this problem-solving approach has worked in real-world situations and demonstrate the dramatic sales and financial gains you can achieve when marketing research is properly designed and used.
The book also provides you practical guidance to enhance your problem-solving and political skills to help corporate leaders identify more profitable actions and make more profitable decisions.

Expand title description text
Publisher: Maven House

OverDrive Read

  • ISBN: 9781938548635
  • File size: 783 KB
  • Release date: November 15, 2016

EPUB ebook

  • ISBN: 9781938548635
  • File size: 783 KB
  • Release date: November 15, 2016

Formats

OverDrive Read
EPUB ebook

subjects

Business Nonfiction

Languages

English

In this provocative and insightful book, highly regarded marketing research expert Lawrence Gibson argues that the multi-billion-dollar marketing research industry has largely failed. Not Just Numbers shows you exactly why it's failed – too much focus on gathering and analyzing data – and how it must change.
Gibson asserts that businesses need a different way of looking at marketing research, both more scientific and more practical. Marketing research needs to take a stronger role in helping to solve marketing problems and capitalize on marketing opportunities and not merely be a source of data.
The logical steps required to solve marketing problems and realize opportunities are simply and clearly explained in the book. Cases from the author's experience show you how this problem-solving approach has worked in real-world situations and demonstrate the dramatic sales and financial gains you can achieve when marketing research is properly designed and used.
The book also provides you practical guidance to enhance your problem-solving and political skills to help corporate leaders identify more profitable actions and make more profitable decisions.

Expand title description text
Business Nonfiction