The Marketing Book 5th Edition

Supplier 1 Supplier 2 Supplier 3 Supplier’s Supplier 1 Supplier’s Supplier 2 Competitor 1 Focal company Competitor 2 Customer 2, ...

Business-to-business marketing: organizational buying behaviour, relationships and networks 163 These three components – actors, ...

164 The Marketing Book Suppliers’ relationships with their custom- ers cannot be treated in isolation, as they will be increasin ...

Business-to-business marketing: organizational buying behaviour, relationships and networks 165 to identify key accounts would t ...

166 The Marketing Book and goals. No single model adequately explains all the complexities of the organizational buy- ing proces ...

Business-to-business marketing: organizational buying behaviour, relationships and networks 167 Campbell, R. (1966) A Suggested ...

168 The Marketing Book Metcalf, L. E., Frear, C. R. and Krishman, R. (1992) Buyer–Seller Relationships: An Appli- cation of the ...

Business-to-business marketing: organizational buying behaviour, relationships and networks 169 Marketing Science Institute Work ...

170 The Marketing Book Parkinson, S. T. and Baker, M. J. (1986) Organi- zational Buying Behaviour, Macmillan, Lon- don. A concis ...

CHAPTER 8 Marketing research JOHN WEBB Introduction In Marketing Apocalypse (Brown et al., 1996), Michael Thomas characterized t ...

172 The Marketing Book producing companies, and, to a certain extent, the middlemen, to fulfil one condition of marketing philos ...

Marketing research 173 situation under investigation and not some cartoon-like image with distorted features. There are many def ...

174 The Marketing Book systematic; it must include a definition of the objectives of the research, sampling plans, decisions as ...

Marketing research 175 Poorly thought-out marketing decisions can cause major problems; sometimes with dis- astrous consequences ...

176 The Marketing Book secondary data, i.e. attempting to establish trends in market behaviour. Longitudinal studies are unreali ...

Marketing research 177 Quantitative primary data Primary data are those which are collected to fulfil the demands of the current ...

178 The Marketing Book duration; this may result in them not being relaxed during the interaction or in allowing them, easily, t ...

Marketing research 179 Data sources may be classified into six main groups:  Consumer data.  Wholesale data.  Advertising eva ...

180 The Marketing Book The following three conditions (Tull and Haw- kins, 1993) should be met if observation is to be used succ ...

Marketing research 181 Gordon and Langmaid (1988) – where they say that qualitative research is used optimally in situations whi ...