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Book chapter
Reference no. 2750BC
- Unknown
Published by:
Harvard Business Publishing (2006)
Chapter from:
"Marketer's Toolkit: The 10 Strategies You Need to Succeed"
25 pages


This chapter assesses both informal and formal methods of market research and asserts that experienced marketers will use both. Decision makers who listen directly to dissatisfied or lapsed customers and pair those conversations with formal data will develop a more visceral idea of what their customers seek, resulting in more dynamic marketing campaigns. This chapter is excerpted from ‘Marketer's Toolkit: The 10 Strategies You Need to Succeed'.


Market analysis; Market research; Marketing

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