Access

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

If you need an accessible version of this item please contact JSTOR User Support

A Comparison of Factors Affecting Use of Marketing Information in Consumer and Industrial Firms

Rohit Deshpande and Gerald Zaltman
Journal of Marketing Research
Vol. 24, No. 1 (Feb., 1987), pp. 114-118
DOI: 10.2307/3151759
Stable URL: http://www.jstor.org/stable/3151759
Page Count: 5
  • Get Access
  • Read Online (Free)
  • Download ($24.00)
  • Cite this Item
If you need an accessible version of this item please contact JSTOR User Support
A Comparison of Factors Affecting Use of Marketing Information in Consumer and Industrial Firms
Preview not available

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.

Page Thumbnails

  • Thumbnail: Page 
114
    114
  • Thumbnail: Page 
115
    115
  • Thumbnail: Page 
116
    116
  • Thumbnail: Page 
117
    117
  • Thumbnail: Page 
118
    118