Industrial marketing research

Date of publication: August 1, 1968

Author: L. Bongers

Abstract:

The English language distinguishes between market research and marketing research. These concepts overlap. Market research is research into the size and structure of the market. Marketing research is, moreover, research into the effect of the various elements of the marketing mix. When marketing research does not refer to consumer households, or products or services for this group, the American terminology is difficult to translate. Industrial marketing research has a wider scope than market research for industrial products. Unless very detailed descriptions are given, it is not easy to say exactly what is meant by industrial marketing research.

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