Marketing research as a basis for the structuring of a sales and service organisation

Date of publication: June 15, 1977

Abstract:

This paper describes how a low-budget industrial marketing research programme was carried out and used in order to provide a basis for the structuring of a field sales organisation in a Norwegian company, NOREMA A/S, which is market leader in the field of movable partitions for offices etc. The paper discusses the background of the market survey, the methods employed, some of the findings, and some of the decisions made as a result of the survey.

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