Problem formulation in industrial marketing research |
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| Authors: | WS Penn |
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| Institution: | WILLIAM S. PENN, JR, is a member of the faculty of the Marketing and Quantitative Studies Area, School of Business, San Jose State University in California and teaches both undergraduate and graduate marketing courses, USA |
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| Abstract: | Marketing research is achieving increasingly greater recognition in the industrial marketing field as one of the major tools to assist management in decision-making processes. Its position in consumer goods marketing has long been well established, and its use has been widespread. At the present time industrial marketing research is becoming more accepted as a normal part of marketing management whose efforts are directed to the industrial markets for goods and services. |
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