search query: @author Deshpandé, R. / total: 20
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| Author: | Deshpande, R. Zaltman, G. |
| Title: | A comparison of factors affecting use of marketing information in consumer and industrial firms. |
| Journal: | Journal of Marketing Research
1987 : FEB, VOL. 24:1, p. 114-118 |
| Index terms: | MARKETING RESEARCH MANAGEMENT INFORMATION MARKETING INFORMATION |
| Language: | eng |
| Abstract: | Despite recent attention to orgaizational issues in the management of advertising, sales, new product development, and channels, there has been little empirical 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. |
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