More guerrilla marketing research : asking the right people, the right questions, the right way, and effectively using the answers to make more money.

• 主要作者: Robert J. Kaden, Gerald Linda, Jay Conrad Levinson.
• 格式: 图书
• 语言: English
• 出版: Kogan Page 2020
• 主题: 1. Marketing research. 2. Small business—Management. 3. Success in business.
• 在线阅读: http://dspace.uniten.edu.my/jspui/handle/123456789/17763

Guerrilla marketers are the ziggers, when the rest of us are zagging. They rewrite the rules, find the overlooked niches, overturn staid thinking and find ways of thriving when others do not. Many Guerrillas start as entrepreneurs, but many entrepreneurs have nary a clue about how to benefit from being a Guerrilla. Large wellknown brands like Virgin, Jet Blue and even Walmart started as Guerrillas and, even as they grew into behemoths, maintained their Guerrilla roots. Guerrillas hold a common belief that growth is tied to being more nimble and creative than the competition. Rather than being defined by sales, profits or employee count, they share iconoclastic tendencies that continue to serve them well at every stage of their growth. What many Guerrillas have lacked, though, is an understanding of marketing research and how it can be used to hasten their success. In his many books, Jay Conrad Levinson writes about the way of the Guerrilla – how to think like one, act like one and be one. His landmark book Guerrilla Marketing finds him talking about the value of free market research, commonly called secondary research. In Guerrilla Marketing Research, the notion of the free kind of secondary source research was left behind in favor of more complete discussion of primary research, the kind of research that is custom-designed for the particular needs of a company and often conducted by professional researchers. That book argued, eloquently we hope, about why and how primary research was an essential and economical tool for Guerrillas. It focused on how Guerrillas could use marketing research on their own – or at least, pay far less to research suppliers and consultants when they did need outside help. In MORE Guerrilla Marketing Research, you will again be introduced to tried and true research techniques that will help you grow your business. And you will also benefit from expanded discussions for effectively planning research, conducting studies and using results. You will come to understand why consumer emotions and feelings are more important to your growth than ever before. And, you will learn what the future holds for the industry and how you can be among the first to benefit from embracing 21st century marketing research approaches.