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) |
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Pages (from-to) | 238-242 |
Number of pages | 5 |
Journal | Industrial Marketing Management |
Volume | 7 |
Issue number | 4 |
DOIs | |
State | Published - Aug 1978 |
Externally published | Yes |
ASJC Scopus subject areas
- Marketing