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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
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3151759
Page Count: 5
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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.
Journal of Marketing Research © 1987 American Marketing Association