Affiliation:
1. University of Texas at Austin, Amos Tuck School, Dartmouth College
2. Graduate School of Business, University of Pittsburgh.
Abstract
Despite recent attention to organizational issues in the management of advertising, sales, new product development, and channels, there has been little empirical study of the management of the marketing research function. The study reported complements earlier work on the use of marketing information in consumer goods businesses by examining factors seen as affecting the use of marketing information in industrial firms.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
35 articles.
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