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Business Market Research

In: Fundamentals of Business-to-Business Marketing

Author

Listed:
  • Frank Jacob

    (ESCP Europe)

  • Rolf Weiber

    (Innovation and E-Business, Universitaet Trier)

Abstract

Market research is essential for reducing firm uncertainty and sustaining a firm’s competitiveness in business-to business marketing. This chapter describes the different types of market research firm’s use to improve their understanding of the markets in which they compete. In addition, we describe the ways knowledge from individual market transactions can be transformed into valuable market information. The final part of the chapter discusses the communication of market information in the firm.

Suggested Citation

  • Frank Jacob & Rolf Weiber, 2015. "Business Market Research," Springer Texts in Business and Economics, in: Michael Kleinaltenkamp & Wulff Plinke & Ian Wilkinson & Ingmar Geiger (ed.), Fundamentals of Business-to-Business Marketing, edition 127, chapter 6, pages 275-325, Springer.
    • Handle: RePEc:spr:sptchp:978-3-319-12463-6_6
    DOI: 10.1007/978-3-319-12463-6_6
    as

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