By Chris West (auth.)

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Sales targeting also requires detailed information on the customer base - who the purchasers of the product or service are, how large each purchasing group is and what relationships exist between the products purchased and the types of purchasers. Tracking data, which monitors the progress of sales, in total, by customer group and by supplier, permits planners to assess the impact of their marketing and promotional strategies on a continuous basis. Forecasts are essential for planning future business.

West, 'The Marketing of Unmentionables', Harvard Business Review (January-February 1981). P. Kotler and R. Singh, 'Marketing Warfare in the 1980s', The Journal of Business Strategy (Winter 1981). Michael Porter, Competitive Strategy (New York, Free Press, 1980). Al Ries and Jack Trout, Marketing Warfare (New York, McGraw-Hill, 1986). Robert Duro and Bjorn Sandstrom, The Basic Principles of Marketing Warfare (Chichester, John Wiley, 1987). 5 Structure of Research Activity In order to fully understand the research services that are available it is necessary to understand how research activity is structured.

The needs of each individual will be different and in order to maintain high levels of security it is common for eacH staff member's access to be restricted to those parts of the database that he or she needs to fulfil their job function, and no more. Unlimited access to junior personnel poses severe security risks which are best avoided by removing temptation. com). an organisation which specialises in knowledge management and in the provision of data. com. 4 Defining Marketing Information Needs It may seem obvious but no market research project can commence unless there is a clear specification of the information that is required.

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