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Kaden extends the well-known Guerrilla Marketing franchise to show small companies how to use marketing research as an economical tool for growing their business.
Kaden extends the well-known Guerrilla Marketing franchise to show small companies how to use marketing research as an economical tool for growing their business.
Kaden (DMA Market Research Council) follows in the footsteps of Jay Conrad Levenson, whose Guerrilla Marketing books essentially give aspiring marketers with small budgets the wherewithal to market their products or services at a grass-roots level. He also aims to give entrepreneurs and those running small businesses the means to manage their own research initiatives, just as big companies do. A number of books touch upon the subject, such as Ruth MacNeil's Business-to-Business Market Research, the Harvard Business School's Marketers Toolkit, and Paul Omerod's Why Most Things Fail. All of these books cover much the same ground but don't look at containing costs on market research. Kaden's book does not go nearly as far as it could to describe grass-roots tools, especially much less expensive web-based research or existing research reports that can be bought off-the-shelf. Still, it's a very good primer on the subject, providing a decent overview of what is most important in market research in straightforward language that nonmarketers can understand. Small collections on marketing should include at least one book that touches upon market research, and this one would be a good choice.-Stephen Turner, San Francisco, CA Copyright 2006 Reed Business Information.
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March 03, 2008: I am an instructor at a major university in southern California. I use this book to help me teach practical marketing research. It is concise, well written and complete. My students feel as though they have learned about each topic without being overwhelmed with technical jargon and complicated statistical techniques. I highly recommend this book for those seeking to learn practical knowledge about marketing research.