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Marketing for the Non-Marketing Manager Part IV

Marketing for the Non-Marketing Manager Part IV

This is the fourth and final book in a series on marketing. Non-marketing managers need to understand how marketing research is used in the marketing process to determine market size and customer needs and wants. They should understand the difference between quantitative and qualitative research and between desk research and field research. They should be acquainted with the various methods of sampling used in marketing research and about the...

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