haku: @author Boyle, K. / yhteensä: 2
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| Tekijä: | Schlegelmilch, B. B. Boyle, K. Therivel, S. |
| Otsikko: | Marketing research in medium-sized U.K. and U.S. firms. |
| Lehti: | Industrial Marketing Management
1986 : AUG, VOL. 15:3, p. 177-182 |
| Asiasana: | MARKETING RESEARCH MEDIUM-SIZED BUSINESSES USA UNITED KINGDOM |
| Kieli: | eng |
| Tiivistelmä: | Though there is empirical evidence demonstrating a clear association between marketing research and improved company performance, a large number of companies do not conduct marketing research. The problem is particularly severe among small and medium-sized industrial goods companies as evidenced by two findings: only about 50 % of industrial goods companies conduct marketing research compared with 80% of fast-moving consumer-goods companies: even in relative terms, small and medium-sized firms spend considerably less money than large firms on marketing research. |
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