Product category:
Marketing strategy and consultancy
News Release from: Kogan Page | Subject: Guerrilla Marketing Research
Edited by the Marketingservicestalk Editorial
Team on 21 November 2007
Marketing research techniques to boost
profits
Guerrilla Marketing Research, published by Kogan Page, explains why small and medium-sized businesses can benefit from conducting focus groups and surveys.
"This book takes the Guerrilla approach and applies it to marketing research", says Robert Kaden in the introduction to Guerrilla Marketing Research, which is to be published by Kogan Page on 3 January 2008 "Guerrilla Marketing Research is therefore a practical guide for the non-professional researcher in how to conduct professional marketing research - research that can be counted upon to guide company growth
This article was originally published on Marketingservicestalk on 9 Jul 2007 at 8.00am (UK)
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"Rather than using expensive research professionals, Guerrilla Marketing Research uses personal energy and limited funds to provide the same, or even better, research results - results that will lead to greater profits".
Written in a jargon-free style, the book destroys the myth that only big companies can afford marketing research and explains why small and medium-sized businesses can benefit from conducting focus groups and surveys - and how they can do it for less than they think.
The book is a practical guide which shows readers how to: conduct custom-designed primary research professionally - for far less than the cost of outside research suppliers; conduct focus groups and surveys to establish the key motivations and messages; know your existing customers better and avoid lost sales; turn prospects into new customers.
The secrets unveiled and the tips offered will convince even the most skeptical business owner, manager or entrepreneur of the value of marketing research.
Bob Kaden has been in marketing research his entire career.
He worked in the research departments of various advertising agencies before founding and growing one of Chicago's premier marketing research companies, Goldring and Company.
In 1989, after 17 years, he sold the company to a UK research conglomerate.
In 1992, he started The Kaden Company and continues today to serve his marketing clients.
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