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Business to Business Market Research: Understanding and Measuring Business Markets [Paperback]

Ruth McNeil


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Book Description

Aug. 28 2005 Market Research in Practice

Business to Business Market Research provides an up-to-date reference source for all those involved in, or occasionally needing to know about, business to business (B2B) marketing research.  The internet has revolutionized work in this area, providing a massive source of data for secondary research and an easy way of contacting respondents.  Business to Business Market Research reflects these changes.

 

Approachable in style, Business to Business Market Research answers all the key questions relevant to students, practitioners, and users of marketing research.  Over the course of 12 chapters, it covers the basic principles as well as more advanced topics.  It contains the very latest thinking on research techniques, the use of marketing research, and trends in B2B research.  Author Ruth McNeil encourages readers to learn from the experience of others, filling the book with real-life case studies of B2B issues facing companies today.


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Review

."" . . excellent -- probably the best of its kind on this subject . . . highly relevant."" --Simon Chadwick, Partner, Cambiar LLC

About the Author

Ruth McNeil is a marketing research consultant with a background in both marketing and research.  She began her career at Unilever working in market analysis in the fast-moving consumer goods area.  Later she worked as a brand manager at Lever Industrial.  This marketing background has been useful to her current career in marketing research, enabling her to understand how the implications of the research matter to her clients.

 

For fifteen years McNeil worked at Research International as a board director and deputy M.D. of Specialist Units, specializing in B2B research.  Starting in 2001, she ran her own marketing research consulting firm, Response Consulting Ltd, which draws on her own expertise and that of a range of senior research associates.  Her clients come from both the private and public sectors and include organizations in the telecommunications, financial, pharmaceutical, industrial, and energy sectors.  She has worked with clients on strategic planning, branding research, customer relationship management, concept development, market optimization, and other areas.  She set up Ruth McNeil & Associates in 2010.  McNeil is also a regular speaker and industry commentator.


Inside This Book (Learn More)
First Sentence
This book, Business to Business Market Research is written as a stand-alone reference document and as part of the new series of books designed for market researchers, market research students and non-professional researchers who may have an interest in research, or more particularly, business to business research. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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