Fundamentals of Business Marketing Research
- 312 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Fundamentals of Business Marketing Research
About this book
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
- promotion
Fundamentals of Business Marketing Research is equally effective as a practical guide for professionals and researchers, and as an academic text for doctoral studies.
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Information
Table of contents
- Cover
- Frontmatter
- HalfTitle Page
- Title Page
- Copyright Page
- Table of Contents
- About the Authors
- Contributors
- Series Preface
- Introduction
- Business Marketing Comes of Age: A Comprehensive Review of the Literature
- A Commentary on Business Marketing: A Twenty-Year Review and an Invitation for Continued Dialogue
- Commentary: Thoughts on the Future of Business Marketing
- Sensemaking About Business-to-Business Strategies and Relationships: A Commentary on Reid and Plank’s Review
- Reply to the Commentaries: Business Marketing Comes of Age
- Book Review: Cabell’s Directory of Publishing Opportunities in Marketing
- Index