Fundamentals of Business Marketing Research

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Fundamentals of Business Marketing Research

by Richard E Plank

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Format: Trade paperback

Publisher: Routledge

Condition:

The following ISBNs are associated with this title:

ISBN - 10:0789023121

ISBN - 13:9780789023124

Seller Comments:

Trade paperback (US). Glued binding. 312 p. Foundation Series in Business Marketing.

From the Publisher

Get a thorough review of vital research issues!

Fundamentals of Business Marketing Research examines recent industrial/business research, evaluates its current effectiveness, and offers suggestions for future use. This unique book includes and is based on "Business Marketing: A Twenty Year Review," a thorough study of industrial/business research from 1978-1997 with critical commentary from a distinguished panel of business academics and the response of the study''s authors. The combination of critiques, insights, and viewpoints will challenge you to think beyond the traditional role of B2B marketing into a future that''s anything but business as usual.

Through an unusual format that gives you access to critical academic analysis, Fundamentals of Business Marketing Research presents a comprehensive review of vital research areas, including marketing to businesses/institutions/governments; buyer-seller relationships; computer use for business marketing; industrial segmentation; channel management and development; physical distribution; advertising; and public relations. The book&s give-and-take is equally focused on areas that have traditionally received a larger share of the research effort (organizational buyer behavior, business marketing strategy and planning, industrial selling and sales management) and those that have taken a back seat in terms of research attention (computers and ethical business marketing).

The original study, its criticisms, and the authors& subsequent assessment spotlight major themes, individual contributions, and future trends in major topic areas, including:
  • business marketing strategy
  • organizational buying behavior and purchasing management
  • business marketing research methodology
  • products/services
  • pricing management issues
  • distribution/logistics and supply chain management
  • promotionFundamentals of Business Marketing Research is equally effective as a practical guide for professionals and researchers, and as an academic text for doctoral studies.

Used books: 1 more copy of this item is available

Fundamentals of Business Marketing Research

Fundamentals of Business Marketing Research

by J David David A; Lichtenthal Richard E; Reid Plank

Delivered in 3-5 weeks

Condition:

Format: Paperback

Publisher: Routledge

Seller Comments:

9780789023124 Paperback, 312pp. This listing is a new book, a title currently in-print which we order directly and immediately from the publisher.

$110.84