Fundamentals Of Business Marketing Research

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

Routledge | December 18, 2003 | Trade Paperback

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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.

Format: Trade Paperback

Dimensions: 312 pages, 8.3 × 5.9 × 0.8 in

Published: December 18, 2003

Publisher: Routledge

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0789023121

ISBN - 13: 9780789023124

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Fundamentals Of Business Marketing Research

Fundamentals Of Business Marketing Research

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

Format: Trade Paperback

Dimensions: 312 pages, 8.3 × 5.9 × 0.8 in

Published: December 18, 2003

Publisher: Routledge

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0789023121

ISBN - 13: 9780789023124

About the Book

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.

Table of Contents

About the AuthorsContributorsSeries PrefaceIntroduction (J. David Lichtenthal)Executive SummarySome Suggestions on How to Most Effectively Read and Use this Comprehensive Literature ReviewAn Overview of the Commentaries and ReplyBusiness Marketing Comes of Age: A Comprehensive Review of the LiteratureIntroduction and MethodologyAnalysis of the DatabaseMarketing StrategyBusiness Market Planning and StrategyInternational Business MarketingMarketing to the GovernmentMarketing and Other FunctionsEthicsMiscellaneousOrganizational BuyingPurchasing ManagementOrganizational Buying BehaviorBuyer-Seller RelationshipsSummary of Organizational Buying ResearchMarketing SciencesMarket ResearchForecastingMarket SegmentationComputers and Decision SupportSummary of Marketing Sciences ResearchProductNew Product Development and DiffusionProduct ManagementServicesSummary of Product/Services ResearchPricingEmpirical StudiesNormative StudiesSummary of Pricing ResearchDistributionChannel ManagementLogistics and Physical DistributionSummary of Distribution ResearchMarketing CommunicationsAdvertisingSales PromotionPublic RelationsGeneral PromotionPersonal SellingSales TrainingSales Motivation and RewardsGeneral Sales ManagementSummary of Marketing Communications ResearchSummaryResearch IssuesMarketing Planning and StrategyOrganizational Buying and Purchasing ResearchMarketing SciencesProduct/ServicesPricingChannels and LogisticsPromotionLimitationsConclusionsA Commentary on Business Marketing: A Twen
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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.