Industrial Market Research Workbook HB

Industrial Market Research Workbook HB
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Price: $34.95
Product ID : 1717f
Weight: 2.00 lbs
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Out Of Print... Market research provides information about markets on which marketing decisions can be taken. The peculiarities of the industrial product market, namely its heterogeneous nature and customer potential of tens or hundreds rather than millions, differentiate the approach and techniques adopted by the industrial market researcher from those of the consumer market investigator. This workbook provides comprehensive coverage of the techniques and applications of industrial market research. It is an essential working tool for the practitioner, a basic text for the newcomer and a background guide for the marketing executive. Tony Prout has recognized where the difficulties are in applying techniques to specific problems. Thus in Part One Mr Prout discusses the techniques for gathering market information and in Part Two demonstrates their application to a wide range of problems typically encountered by the industrial market researcher. Part Three provides a comprehensive reference guide to published material and organizations as sources of information in this field.

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