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ISBN: 0789023121Издательство: Haworth Press
Get a thorough review of vital research issues! Fundamentals of Business Marketing Research examines industrial/business research of the recent past, 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 conducted from 1978-1997 with critical commentary from a distinguished panel of business academics at leading universities 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;...