Chapter 6: Managing market research and forecasting

Marketing research is a crucial process for businesses to understand their customers, make informed decisions, and achieve success. The Chapter explores the different methods and techniques involved in market research, from gathering data to analyzing findings. It covers a wide range of topics, including market forecasting, demand measurement, and the different types of marketing research. The Chapter also highlights the importance of measuring the effectiveness of marketing activities and strategies. Ultimately, the goal is to guide companies in developing and executing successful marketing campaigns that drive profits and growth.