Further reading

Blattberg, R and Hoch, S (1990) Database models and managerial intuition:

50% model + 50% manager, Management Science, 36(8), 887-99. Crouch, S (1985) Marketing Research for Managers, London: Pan. Government Statistics: A brief guide to sources, London: Office for National Statistics. Jackson, P (1994) Desk Research, London: Kogan Page.

Larson, E (1992) Watching Americans watch TV, The Atlantic Monthly, March. Levitas, R and Guy, W (eds) (1996) Interpreting Official Statistics, London: Routledge. Mayer, M (1990) Scanning the future, Forbes, 15 October.

Marketing Pocket Book, published annually by The Advertising Association in conjunction with NTC Publications, Farm Road, Henley-on-Thames, Oxfordshire RG9 1EJ. See also the Lifestyle Pocket Book, the Media Pocket Book and the Regional Marketing Pocket Book.

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