Industrial Marketing Research (RLE Marketing): Management and Technique / Edition 1

by Nicholas Stacey, Aubrey Wilson

Overview

The book provides a comprehensive analysis of the techniques and mechanics of the research process, and the management implications of industrial marketing research. It reveals not only how to do marketing research, but also the full range of its profitable applications, and shows how to develop an internal department and how to buy industrial marketing research.

When originally published, this was the first book to be published in the UK or USA devoted solely to the important modern management tool of industrial marketing research.

Product Details

ISBN-13:	9781138972650
Publisher:	Taylor & Francis
Publication date:	11/26/2015
Series:	Routledge Library Editions: Marketing
Pages:	294
Product dimensions:	6.12(w) x 9.19(h) x (d)

About the Author

Multivolume collection by leading authors in the field

Table of Contents

Introduction. Part 1: Management Aspects of Industrial Marketing Research 1. Marketing Research – Aspects in Interpretation 2. Technical-Commercial Considerations 3. Why Industrial Marketing Research? 4. Industrial and Consumer Research – Similarities and Differences 5. Marketing Research in Britain 6. How Marketing Research Aids Management Part 2: The Techniques of Industrial Marketing Research 7. Preparing the Project 8. Use of Secondary Sources 9. Use of Primary Sources 10. Field Techniques 11. Advertising Research 12. Industrial Marketing Research Overseas 13. Economic and Business Forecasting 14. Processing to presentation 15. Buying the Researcher or Buying Research? Conclusion. Appendices.