Fundamentals of Business Marketing Research cover art

Fundamentals of Business Marketing Research

Foundation Series in Business Marketing

Preview

Try for $0.00
Pick 1 audiobook a month from our unmatched collection.
Listen all you want to thousands of included audiobooks, Originals, and podcasts.
Premium Plus auto-renews for $14.95/mo + applicable taxes after 30 days. Cancel anytime.

Fundamentals of Business Marketing Research

Written by: Richard E. Plank, David A. Reid, J David Lichtenthal
Narrated by: Michael Kornblau
Try for $0.00

$14.95 a month after 30 days. Cancel anytime.

Buy Now for $31.26

Buy Now for $31.26

Confirm purchase
Pay using card ending in
By confirming your purchase, you agree to Audible's Conditions of Use and Amazon's Privacy Notice. Tax where applicable.
Cancel

About this listen

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.

©2020 Richard E Plank, David A Reid, J David Lichtenthal (P)2021 Warren llc
Marketing & Sales Personal Success Business Advertising
activate_Holiday_promo_in_buybox_DT_T2

What listeners say about Fundamentals of Business Marketing Research

Average Customer Ratings

Reviews - Please select the tabs below to change the source of reviews.