Navigate market complexities with a solid understanding of market research fundamentals

Learn the practice of market research and improve your ability to navigate market complexities.

Market Research Essentials You Always Wanted to Know walks you through the fundamentals and best practices of market research, ensuring that you understand how to apply them effectively in a professional setting. 

The book begins with an explanation of why market research is so critical to business operations today. This is followed by a detailed overview of the market research discipline, including its types, methods, and processes. It also guides the reader on how to best frame and analyze the research. The book concludes with chapters on how to apply the market research findings, as well as a sneak peek at emerging methods and implications for the future of the practice.

With its theoretical concepts, practical examples, and quizzes, Market Research Essentials offers a well-rounded introduction to the fundamentals of market research, making it ideal for new and experienced professionals. 

You will gain an understanding of the following from this book:

• The importance and value of the practice of market research
• How to define and apply different market research methods and data types
• How to ask the right questions to land on the best market research approach
• The key components in the market research process
• A view of what the future holds for market research

This book is part of the Self-Learning Management Series, and serves as a valuable guide to develop your expertise and advance your career in the field of market research.

A modern marketer’s playbook to create value for your organization and its customers

In industries around the world, marketing principles and skills are a means to achieve business goals. Marketing Management Essentials (Third Edition) will give you the foundational knowledge — from budgeting techniques to marketing strategic planning to an introduction to career specialization areas — that will help ensure you are equipped for success as a marketing professional.

In this book you will:

• Learn how to build a marketing plan,
• Get an understanding of the various marketing specialization areas, 
• Pick up approaches and resources to demonstrate marketing return on investment,
• Grasp how to self-evaluate your skills and competencies

The book also touches upon topics like market types, philosophies, strategic planning and marketing, various types of audits (internal, external and strategic), value chain analysis, outsourcing, marketing research (planning, approaches, research devices, ethics), relationships with customers (relationship marketing, types of customers, customer retention, digital marketing, and many more. These are coupled with summaries and quizzes at the end of every chapter, making the book a well-rounded guide for the readers.

The third edition of the book also contains three new chapters, each chapter bringing concepts like essential marketing skills you might need now and in the future, forming a marketing budget to judiciously allocate the expenses, and marketing return on investment (mROI). These chapters will surely help the readers bolster their understanding of marketing management by constructing a more robust, well-rounded foundation.

By the end of this book, you will have the tools and understanding to create or nurture a revenue-generating department for your organization. You will have a strong foundation, helping you with a headstart in your career as a professional in the marketing sphere.