Abstract
There is a growing need today for industrial marketers to conduct marketing research and use the results in making profitable business decisions. This paper describes a marketing research study conducted by a small industrial firm and discusses the nature and extent of its impact on the firm's operations. Several implications and practical guidelines are derived for industrial marketers in general, based on the firm's marketing research experience.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 238-242 |
| Number of pages | 5 |
| Journal | Industrial Marketing Management |
| Volume | 7 |
| Issue number | 4 |
| DOIs | |
| State | Published - 1978 |
| Externally published | Yes |
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ASJC Scopus subject areas
- Marketing
Cite this
Marketing research by a small industrial firm : A case study. / Parasuraman, Ananthanarayanan.
In: Industrial Marketing Management, Vol. 7, No. 4, 1978, p. 238-242.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Marketing research by a small industrial firm
T2 - A case study
AU - Parasuraman, Ananthanarayanan
PY - 1978
Y1 - 1978
N2 - There is a growing need today for industrial marketers to conduct marketing research and use the results in making profitable business decisions. This paper describes a marketing research study conducted by a small industrial firm and discusses the nature and extent of its impact on the firm's operations. Several implications and practical guidelines are derived for industrial marketers in general, based on the firm's marketing research experience.
AB - There is a growing need today for industrial marketers to conduct marketing research and use the results in making profitable business decisions. This paper describes a marketing research study conducted by a small industrial firm and discusses the nature and extent of its impact on the firm's operations. Several implications and practical guidelines are derived for industrial marketers in general, based on the firm's marketing research experience.
UR - http://www.scopus.com/inward/record.url?scp=0005984460&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=0005984460&partnerID=8YFLogxK
U2 - 10.1016/0019-8501(78)90041-X
DO - 10.1016/0019-8501(78)90041-X
M3 - Article
AN - SCOPUS:0005984460
VL - 7
SP - 238
EP - 242
JO - Industrial Marketing Management
JF - Industrial Marketing Management
SN - 0019-8501
IS - 4
ER -