中山大学吴柏林教授研究生课程营销管理绝密资料_CH01.pptVIP

Exploring Marketing Research William G. Zikmund Chapter 1: The Nature of Marketing Research The Nature of Marketing Research ? Marketing research is one of the principal tools for answering questions because it: – Links the consumer, customer, and public to the market through information used to identify and define marketing – Generates, refines, and evaluates marketing actions – Monitors marketing performance – Underlines the understanding of marketing as a process Marketing Research Defined The systematic and objective process of generating information for aid in making marke