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MARKETING RESEARCH: A POCKET GUIDE FOR MANAGERS
ABSTRACTSuccessful planning, implementation, control of marketing strategies, and solving marketing problems often require information about customers, marketing mix, and uncontrollable environments. However, managers seldom have all the information they need. Both customers and competitors can be unpredictable. Getting more information may cost too much or take too long. So managers often must decide if they need more information and - if so - how to get it [1].
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