Marketing research by a small industrial firm: A case study

Research output: Contribution to journalArticle

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

ASJC Scopus subject areas

  • Marketing

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