More Guerrilla Marketing Research co-authors Bob Kaden and Gerald Linda

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Zane Safrit

Zane Safrit

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Thousands of entrepreneurs and small businesses suffer from not understanding their customers. They don't what they are doing right that causes customers to come to them. And, importantly, they don't know why customers choose to shop a competitor instead. More Guerrilla Marketing Research solves that problem by teaching business people to ask the right questions the right way and use the answers to make more money. The mission of Bob Kaden and Gerald Linda was to build upon the success Guerrilla Marketing Research, first published in 2006. They accomplished this mission with the book's expanded discussions for effectively planning research, conducting studies and using results. You will come to understand why consumer emotions and feelings are more important to your growth than ever before. And, you will learn what the future holds for the industry and how you can be among the first to benefit from embracing 21st century marketing research approaches. The authors will talk about their work, how small businesses can use the book to spend less and generate more results and how big corporate brands like JetBlue and VirginAmerica began as guerrilla marketers.

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