Get a thorough review of vital research issues!
Fundamentals of Business Marketing Research examines industrial/business research of the recent past, evaluates its current effectiveness, and offers suggestions for future use. This unique book includes and is based on "Business Marketing: A Twenty Year Review," a thorough study of industrial/business research conducted from 1978-1997 with critical commentary from a distinguished panel of business academics at leading universities and the response of the study’s authors. The combination of critiques, insights, and viewpoints will challenge you to think beyond the traditional role of B2B marketing into a future that’s anything but business as usual.
Through an unusual format that gives you access to critical academic analysis, Fundamentals of Business Marketing Research presents a comprehensive review of vital research areas, including marketing to businesses/institutions/governments; buyer-seller relationships; computer use for businessmarketing; industrial segmentation; channel management and development; physical distribution; advertising; and public relations. The book’s give-and-take is equally focused on areas that have traditionally received a larger share of the research effort (organizational buyer behavior, business marketing strategy and planning, industrial selling and sales management) and those that have taken a back seat in terms of research attention (computers and ethical business marketing).
The original study, its criticisms, and the authors’ subsequent assessment spotlight major themes, individual contributions, and future trends in major topic areas, including:
business marketing strategy
organizational buying behavior and purchasing management
business marketing sciences
products/services
pricing issues
distribution/logistics
promotion
Fundamentals of Business Marketing Research is equally effective as a practical guide for professionals and researchers, and asan academic text for doctoral studies. Это и многое другое вы найдете в книге Fundamentals of Business Marketing Research (The Foundation Series in Business Marketing) (David A. Reid, Richard E., Ph.D. Plank, David A., Ph.D. Reid)