Low‐cost marketing analysis: How the medium sized multiple can benefit Available to Purchase

This article is aimed at managers of small to medium‐sized multiples who need marketing information to assess their performances and to plan for the future. This kind of information is concerned with: performance and trends in the market competed in by the unit; the effectiveness of the elements in the marketing mix; and competitors' activities. Providing information of this kind may be very costly, but Nigel Piercy makes some suggestions here on how to reduce outlay, and how to make marketing information available to the low budget operator by looking at the sources of cheap marketing information.