The Industrial Customer

  • Peter F. Hutton

Summary

The need for reliable marketing information is as great in industrial as it is in consumer markets. Those markets vary from the highly specialised low-volume to the high-volume mass-market products. The process by which purchase decisions are made are often complex, involving a number of people and a wide variety of interrelated criteria. Survey research is used to unravel this complexity and to ascertain the relative standing of products and their suppliers in the market-place.

Keywords

Europe Polythene Marketing Diesel 

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Further Reading

  1. Paul N. Hague, The Industrial Market Research Handbook (Kogan Page, 1985).Google Scholar

Copyright information

© Peter F. Hutton 1988

Authors and Affiliations

  • Peter F. Hutton
    • 1
  1. 1.Market & Opinion Research International Ltd (MORI)UK

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