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More Guerrilla Marketing Research: Asking the Right People, by Jay Conrad Levinson, Gerald Linda, Robert J. Kaden

By Jay Conrad Levinson, Gerald Linda, Robert J. Kaden

More Guerrilla advertising Research will take readers on a trip via essentially the most misunderstood and under-utilized advertising techniques.  The follow-up to Guerrilla advertising Research, this booklet destroys the parable that basically vast businesses can have enough money advertising examine.  It makes a speciality of why small and mid-sized companies can take advantage of undertaking concentration teams and surveys, and the way they could do it.  More Guerrilla advertising Research contains new and up-to-date fabric on atmosphere examine ambitions and pursuits; find out how to set a learn funds; secondary examine; qualitative learn; study into feelings; client pride study; and the way forward for advertising research.

 

Reviews of the 1st edition:

“[A] welcome addition to the ‘guerrilla marketing’ books designed to provide functional recommendation to smaller and medium-sized companies. – Choice

“In easy, layman’s phrases, outlines winning suggestions that even the smallest companies can implement.” – [i]Kirkus Reviews

“[A] useful consultant for the nonprofessional researcher.” – Journal of financial Literature

“[A] first-class primer at the subject.” – Library Journal

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Additional resources for More Guerrilla Marketing Research: Asking the Right People, the Right Questions, the Right Way, and Effectively Using the Answers to Make More Money

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We have found, however, that an over-reliance on intuition is often disguised laziness. 1. It includes everything there is to know about your product/service’s strengths and weaknesses and perceptions about your brand, including its personality. It covers everything there is to know about competitors and their brands, and it encompasses everything there is to know about customers’ needs, wants, perceptions, beliefs and experiences with the brands and the category. Interestingly, marketing strategy is found at the intersection of all three.

Further, mega-companies like Kraft and Procter & Gamble may budget for dozens of strategic studies across their many business units. Large banks, such as Bank of America or Citibank, retailers such as Home Depot, Staples, or Best Buy, or even energy companies such as Nicor or Exxon may conduct an overriding strategic study somewhat less often. ” Looking back on that statement, we certainly were mistaken. Consider now the drastic upheavals that have taken place for virtually every large corporation.

Large banks, such as Bank of America or Citibank, retailers such as Home Depot, Staples, or Best Buy, or even energy companies such as Nicor or Exxon may conduct an overriding strategic study somewhat less often. ” Looking back on that statement, we certainly were mistaken. Consider now the drastic upheavals that have taken place for virtually every large corporation. Whether financial, housing, automotive, retail or energy, industries we previously characterized as stable are now prone to drastic disruptions.

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