Abstract:

This paper is meant to be a discussion paper and a contribution to a more systematic approach to what is called "industrial marketing research" . This approach will be two-pronged, i. e. the product flow from the top to the bottom of the product pyramid and the product flow in a manufacturing process from conception to marketing. It is felt that in this way the research contribution to management thinking can be more clearly defined as also the contribution of research methods to the solution of research problems.