Abstract:
The paper presents some basic and practical considerations for establishing and using a as well as the contribution of the M.M.I.S. to effective industrial marketing management. In contrast to M.M.I.S. for consumer goods marketing, the idea of an adequate M.M.I.S. for industrial goods marketing is much less elaborated. The basic assumption presented this paper is that an appropriate M.M.I.S. is a prerequisite for effective industrial marketing management. Therefore, some basic considerations about industrial marketing management process are discussed first. The paper then elaborates the M.M.I.S. concept, design and application. A case study is shortly described and finally the contribution of the M.M.I.S. to effective marketing management is assessed.
This could also be of interest:
Research Papers
Organising information for effective international industrial marketing management
Catalogue: Conference 1991: International Marketing Research
Author: Milan Jurse
 
June 15, 1991
Research Papers
Industrial marketing research in Europe
Catalogue: ESOMAR Yearbook 1963-1964
Author: Aubrey Wilson
 
June 15, 1964
Research Papers
M.M.I.S- From information to action
Catalogue: Seminar 1984: Market Research And M.M.I.S.
Author: Werner Retzlaff
 
January 25, 1984
