Must-have information for low-cost marketing.
12/2/2002
A shoestring budget need not tie you down: that's the message of this guide to inexpensive marketing, actually a renamed and updated edition of Andreasen's book Cheap But Good Market Research, published in 1988. Chapters describe low-cost everything, from research programs and techniques, to experimentation, survey design, and data. One handy section covers "making low-cost research good research." The emphasis is on must-have information as opposed to nice-to-have information and how to make the most of what you've got right now. The author is a professor of marketing at the McDonough School of Business at Georgetown University; and is much-published in the social marketing field as well.