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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 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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