A Comparison of Factors Affecting Use of Marketing Information in Consumer and Industrial Firms
比较了影响消费品公司和工业公司使用营销信息的因素，补充了此前对消费品企业营销信息使用的研究。
Despite recent attention to organizational issues in the management of advertising, sales, new product development, and channels, there has been little empirical study of the management of the marketing research function. The study reported complements earlier work on the use of marketing information in consumer goods businesses by examining factors seen as affecting the use of marketing information in industrial firms.