Doing Marketing Research by Alison Lawson
Traditional research methods in marketing can be illuminating, but all too often fail to provide the depth of understanding that organisations need to anticipate market needs. Doing Marketing Research enables researchers to get greater depth and meaning from their research and organisations to make smarter strategic decisions.Alison Lawson is Head of the Discipline of Marketing and Operations at the University of Derby. Her research interests are in marketing for social good, sustainability and customer behaviour. Before going into higher education, she worked in book publishing and contract research for the education sector at a nonprofit organisation.
Charles Hancock is Senior Lecturer in Marketing at the University of Derby, specialising in ZMET visual methods and research related to a sustainable society. His extensive industry background enriches his teaching, which covers contemporary marketing challenges, commercial programmes, live agency briefs, and independent studies. Before academia, Charles held senior management roles across Europe.
| SKU | Unavailable |
| ISBN 13 | 9781032972244 |
| ISBN 10 | 1032972246 |
| Title | Doing Marketing Research |
| Author | Alison Lawson |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Taylor & Francis Ltd |
| Year published | 2025-03-31 |
| Number of pages | 250 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |