Members of the Book Promoters Association of Canada Recently Questioned

Multiple Choice

Members of the Book Promoters Association of Canada recently questioned what could be done to rejuvenate the Canadian book publishing industry.Some members claimed the problem was Canadian retailers had been replaced by Wal-Marts.Others said the problem was with stodgy promotions.Still others said the problem was caused by too little money being budgeted to fund marketing programs.The best way to identify the true problem would be to use __________.

A) market analysis
B) marketing management
C) intelligence gathering
D) marketing research
E) information mining