Often someone will tell you that they work for a large corporation and they are in marketing. If you ask them what that entails they will explain that they do marketing research, promotion, packaging, setting up distribution channels, advertising, etc. - sounds like a lot of work doesn’t it? Even the marketing research alone sounds like a task and a half.

Well, I would not be so impressed if I were you, as today there is all sorts of fancy software to help companies make decisions. If you will study up a bit on this subject you will see what I mean. Still marketing research does require a bit of a base of knowledge to insure you are hitting the mark. Can I recommend a very good book on this subject:

“Marketing Research - meaning, measurement, and method” by Donald S. Tull and Del O. Hawkins - 1976.

This book is jam packed with case study analysis and it reads a lot like a text book, but you need this knowledge before you go about telling anyone that you know how to market or you understand all about marketing research. This book was written before the Internet started and it is a very good foundation and worthy of mention.