An internationally focused synthesised marketing strategy underpinned by qualitative research

Purpose - The aim of the paper is to make explicit how qualitative research can enable senior marketers to formulate an internationally focused synthesised marketing strategy. A number of marketing research issues are highlighted including the need to track customer expectations; identify what custo...

Ausführliche Beschreibung

Gespeichert in:

Bibliographische Detailangaben
Veröffentlicht in:	Qualitative market research 2006-01, Vol.9 (3), p.203-224
Hauptverfasser:	Trim, Peter R.J, Lee, Yang-Im
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand loyalty Customer relationship management Customer service management Customer services Empowerment Integrated approach International Internet Managers Market strategy Marketing Marketing intelligence Qualitative research Sales promotions Social responsibility Statistical analysis Trends
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!

Schreiben Sie den ersten Kommentar!