Description
Management is an international science whose boundaries are as wide as the work men do and the organizations they work in Penguin modern management Readings bring together leading articles and extracts. presented and edited by distinguished authorities, from every field of management work and education. Each volume of Readings contains General and Part Introductions, a Further Reading list and Author and Subject Indexes
The big difference between marketing research in Great Britain and the United States is that in Great Britain there is a gulf between the marketing researcher and the marketing manager. This is not the case in the United States. This volume of Readings sets out to bring these two functions closer together, with the aim of encouraging the constructive development and growth of effective marketing.
Part One relates the field of marketing research to other important areas of management development, and includes articles dealing with the applications of PERT and cost-benefit analysis. Part Two is more concerned with reviewing marketing research techniques, the editors have reviewed those techniques which have the most useful applications in consumer and industrial markets.
