Abstract:

The programme of this seminar is based on three lines of thought: a) previous business-to-business research seminars had been mainly technique- oriented b) one major change in the last 5 years or so, as far as we are concerned, has been a gradual opening of the "ghetto" in which the then-called industrial market researchers used to live; and, consequently more interchange and less difference between the ways in which research techniques are applied in business-to-business and in consumer research. c) it was high time we began to think of our own market, of our market environment, and of our own role in a changing world.