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Journal Article

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
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
A Comparison of Factors Affecting Use of Marketing Information in Consumer and Industrial Firms
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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.

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