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Guerrilla Marketing Research: Marketing Research Techniques That Can Help Any Business Make More Money [Hardcover]

Robert J Kaden , Robert J. Kaden , Jay Conrad Levinson


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Book Description

March 28 2006
Thousands of entrepreneurs and small businesses suffer from not understanding their customers. They don't what they are doing right that causes customers to come to them. And, importantly, they don't know why customers choose to shop a competitor instead. Essentially, they lack a clear understanding of the needs of their customers and prospects which, if exploited, would assuredly grow their business. Often ego or downright stubbornness prevents entrepreneurs or small-business executives from using market research. They think they know the needs of their customers better than the customers themselves. Frequently, they feel that marketing research is too expensive, complex or just won't provide new answers. Guerrilla Marketing Research extends the well-known Guerrilla Marketing franchise to explain how to use marketing research as a tool for more effectively developing marketing, sales promotion or new product. It illustrates how big companies use market research to make money and how small companies can do the same at a fraction of the cost. It destroys the myth that only big companies can afford marketing research and makes clear to small and mid-size companies and entrepreneurs, and even larger businesses without an in-house research function, how marketing research can add to their bottom line.

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Review

""I remember thinking research sounded boring. The way it treated in these pages gives it the allure and wonder of rocket science.""

About the Author

Robert J. Kaden has spent his career in market research. In 1992, he formed his own company, The Kaden Company. He is very active on the international speaking circuit, lectures widely, and writes regularly for the business press.


Jay Conrad Levinson is the author of the best-selling marketing series in history, ""Guerrilla Marketing,"" plus 58 other business books. His books have sold more than 20 million copies worldwide and have been translated into 60 languages. Jay also conducts guerrilla marketing training programs, hosts the very popular Internet website, www.gmarketing.com, and formed The Guerrilla Marketing Association.


Robert J. Kaden runs his own market research company, The Kaden Company. He lectures widely and writes regularly for the business press.

Inside This Book (Learn More)
First Sentence
Jay Conrad Levinson defines Guerrilla Marketing as "achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money." Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Amazon.com: 5.0 out of 5 stars  1 review
5.0 out of 5 stars Great Resource Jan. 4 2011
By Yard Man - Published on Amazon.com
Format:Hardcover|Verified Purchase
The book is a great resource for a small business owner, entry level market researcher, marketing student, or anyone without much research who needs to conduct research or wants to learn more about the process. It is an easy quick read and isn't designed for market research experts.

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