Marketing research by a small industrial firm: A case study

Research output: Contribution to journalArticle

4 Citations (Scopus)

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 languageEnglish (US)
Pages (from-to)238-242
Number of pages5
JournalIndustrial Marketing Management
Volume7
Issue number4
DOIs
StatePublished - 1978
Externally publishedYes

Fingerprint

Marketing research
Marketers

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 journalArticle

@article{cad274ace2484672b94c4aa05dd68251,
title = "Marketing research by a small industrial firm: A case study",
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.",
author = "Ananthanarayanan Parasuraman",
year = "1978",
doi = "10.1016/0019-8501(78)90041-X",
language = "English (US)",
volume = "7",
pages = "238--242",
journal = "Industrial Marketing Management",
issn = "0019-8501",
publisher = "Elsevier Inc.",
number = "4",

}

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 -