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.
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