MarketingManagement.pdf

Gathering Information

and Measuring

Market Demand^131

1. See James C. Anderson and James A.
   Narus,Business Market Management: Un-
   derstanding, Creating and Delivering Value
   (Upper Saddle River, NJ: Prentice Hall,
   1998), Chap. 2.


2. John Koten, “You Aren’t Paranoid if You
   Feel Someone Eyes You Constantly,”
   Wall Street Journal, March 29, 1985, pp.

1, 22; “Offbeat Marketing,” Sales & Mar-

keting Management, January 1990, p. 35;

and Erik Larson, “Attention Shoppers:

Don’t Look Now but You Are Being

Tailed,” Smithsonian Magazine, January

1993, pp. 70–79.

3. From Consumer Europe 1993, a publica-
   tion of Euromonitor, pnc. London: Tel
   4471 251 8021; U.S. offices: (312) 541-

NOTES