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

Abstract

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'.

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Abstract

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'.

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