Guerrilla Marketing Research: Marketing Research Techniques That Can Help Any Business Make More Money by Robert J Kaden, Jay Conrad Levinson (Foreword by)

Product Details

Synopsis

Guerrilla Marketing Research destroys the myth that only big companies can afford marketing research. This addition to the best-selling Guerrilla Marketing series focuses on why small and medium-sized businesses can benefit from conducting focus groups and surveys -- and how they can do it for far less money than they think. This compelling book takes readers on a journey through one of the most misunderstood and under-utilized marketing techniques. In clear, jargon-free style, author Robert Kaden simplifies and clarifies the many misconceptions about market research and its benefits. The secrets unveiled and the tips offered will convince even the most skeptical business owner, manager, or entrepreneur of the value of marketing research.

Annotation

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.

Library Journal

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.

Biography

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.