Marketing research by a small industrial firm: A case study

A. Parasuraman

doi:10.1016/0019-8501(78)90041-X

Marketing research by a small industrial firm: A case study

A. Parasuraman

Research output: Contribution to journal › Article › peer-review

4 Scopus citations

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	https://doi.org/10.1016/0019-8501(78)90041-X
State	Published - Aug 1978
Externally published	Yes

ASJC Scopus subject areas

Marketing

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Marketing research by a small industrial firm: A case study

Abstract

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