| Description |
1 online resource (291 pages) |
| Series |
Routledge Library Editions: Marketing |
|
Routledge library editions. Marketing.
|
| Contents |
Cover; Half Title; Title Page; Copyright Page; Original Title Page; Original Copyright Page; Table of Contents; Introduction; Acknowledgements; Part One. Management Aspects of Industrial Marketing Research; 1. Marketing Research-Aspects in Interpretation; Corporate Aspects; Social and Economic Aspects; Technical and Commercial Aspects; Marketing Research and Economic Sophistication; 2. Technical-Commercial Considerations; Products, Markets and Size of Firms; Competition Redefined; Exploitability of Markets; Seller''s Task; Buyer''s Task; The Less Up-to-date; Marketing Information; Home Market |
|
Overseas MarketsTomorrow''s Demand Explored; 3. Why Industrial Marketing Research?; Variations on a Theme or a New Approach?; Value of Output-Industrial and Consumer Products; An Industry Example; Product Policy; Examining Diversification; Aspects of Planning; 4. Industrial and Consumer Research-Similarities and Differences ; Rational Buying Motives and Practices; Durability of Capital Goods; Derived Demand; Long Manufacturing Cycle; Small Number of Buyers-High Value of Purchases; Concentration of the Market-Geographic, Industrial and Purchasing; Channels of Distribution; Reciprocal Trading |
|
New Appreciation5 Marketing Research in Britain; Interdependence Research; Relative Expenditures Examined; Research into Marketing Research; (a) Amount spent on marketing research by firms; (b) Who uses it?; (c) Extent of research departments; (d) Date of inception; (e) Need for more information; 6 How Marketing Research Aids Management; Role of Industrial Marketing Researcher; Objectives of Research; (a) Product development and the determination of range Variables |
|
(B) Presentation of data as a contribution to the creation of effective and dynamic marketing policies-planning, execution and appraisal(c) Distributive channels and distributor relationships; (d) Management and direction of sales promotion, development and advertising; (e) Price policies and price structures; (f) The operation and management of industrial selling; (g) Industrial stockholding; Part Two. The Techniques of Industrial Marketing Research; 7 Preparing the Project; Brief; Work-Plan and Proposal; Timing; (a) Overall timing; (b) Commencing time |
|
(C) Perishable information and interim reports(d) Impact of outside events; Initiation; 8 Use of Secondary Sources; Use of Internal Records; (a) Sales analysis; (b) Ratios; (c) Correlations; (d) Historical trends; (e) Actuarial methods; Bibliographical Research; (a) Official and semi-official sources; (b) Trade associations; (c) Research organizations; (d) Trade papers; Survey of Investment Plans; Other Sources; 9 Use of Primary Sources; Sampling; Application to Industrial Marketing Research; Practice Examined; Some Limitations; Selecting Suitable Techniques; Cost Considerations. Time Considerations |
| Summary |
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 |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Marketing research.
|
|
BUSINESS & ECONOMICS -- Industrial Management.
|
|
BUSINESS & ECONOMICS -- Management.
|
|
BUSINESS & ECONOMICS -- Management Science.
|
|
BUSINESS & ECONOMICS -- Organizational Behavior.
|
|
Marketing research
|
| Form |
Electronic book
|
| Author |
Wilson, Aubrey.
|
| ISBN |
9781317649038 |
|
1317649036 |
|
9781315762685 |
|
1315762684 |
|
