Business to Business Marketing Research

Good, reliable market information, based on good, reliable marketing research, is more important than ever to businesses of every size and description. But nowhere is it more critical than in the business-to-business marketplace.

And nowhere is that need more overlooked. Business-to-business marketing research is not merely an extension of consumer-based marketing research. Buying situations are very involved and complex and rarely involve an impulse purchase. In most instances the individual who actually sings the purchase order—the purchasing agent—has no influence on the decision at all. In order to survive in today’s competitive environment, business marketers need to know all elements of the buying decision, including how that decision is made and who actually makes it. Effective research is the only way to gain that knowledge.

Unfortunately, many business marketers are still relying on traditional consumer techniques. There might have been a reason for such reliance in the past, but not any more. Martin and Tamara Block’s Business-to-Business Marketing Research gives the reader a comprehensive guide to the world of business-to-business marketing research, including

• An overview of state-of-the-art business-to-business marketing research techniques with examples of practical applications.
• Outline of specific business-to-business research problems, such as identifying market characteristics, determining price levels, determining sales support, and identifying key buying influencers.
• Specifics for developing market research budgets.
• Key steps and touchpoints in analyzing data base information and making database information make sense to others in senior management.
• In-depth explanations of new research methods in qualitative marketing research.

All of this plus a CD of additional analysis and explanation makes Business-to-Business Marketing Research a must-have for every business marketer.

 

Product Details
Hardcover: 275 pages
ISBN: 0-324-22230-0