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Market study

What is a market study and what purpose does it serve?

Market research is the process of gathering information which will make you more aware of how the people you hope to sell to will react to your current or potential products or services.

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Reference books

KOTLER, Philip, LANE KELLER, Kevin, DUBOIS, Bernard, MANCEAU, Delphine (2006). Marketing management. Pearson Education, 790 p.