Journal ArticleDOI
The allocation of resources to marketing communications in industrial markets
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Turnbull as discussed by the authors discusses the allocation of resources to marketing communication channels in an industrial raw materials supply industry and concludes that the overall conceptual approach to an integrated marketing communications system is far from being understood let alone accepted in the industry he studied.About:
This article is published in Industrial Marketing Management.The article was published on 1974-10-01. It has received 24 citations till now. The article focuses on the topics: Marketing management & Business-to-government.read more
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International Marketing and Purchasing of Industrial Goods: An Interaction Approach
TL;DR: In this article, an alternative theoretical approach to industrial marketing and purchasing based on a research project carried out in France, Germany, Italy, Sweden, and Great Britain is presented, focusing on descriptions and analyses of actual marketing and purchase problems.
Journal ArticleDOI
Interaction, relationships and networks in business markets: an evolving perspective
TL;DR: The authors reviewed the research work and conceptual development of the International Marketing and Purchasing (IMP) group into the nature of buyer-seller relationships which has evolved during the past 20 years.
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An Empirical Investigation of the Information Sources used during the Industrial Buying Process
TL;DR: In this article, the authors investigate the sources of information sought by industrial marketers to gain a high degree of synergy among the various elements of their promotional mix, and find that it is important for marketers to exploit the synergy in their marketing mix.
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Ongoing search among industrial buyers
TL;DR: In this article, the authors investigate the nature of ongoing search in the context of trade shows and highlight its bias in favor of search processes that lead to short-term purchases, which casts a critical light on the "received view" on how to effectively select, manage and measure returns on trade show investments.
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Marketing management: analysis. planning. implementation and control
TL;DR: In this paper, the authors discuss the critical role of marketing in organizations and society, and propose a set of strategies for the global marketplace, including direct marketing, sales-promotion, and public-relations.
Book
A Model of Adaptive Control of Promotional Spending
TL;DR: The model employs a quadratic sales response function with a parameter that changes according to a first order, autoregressive process, and the optimal adaptive system involves exponential smoothing of the experimental results.
Journal ArticleDOI
A decision sequence analysis of developments in marketing communication
TL;DR: In this paper, the authors used behavioral and quantitative tools to improve the marketing communication efforts of a business through proper application of behavioral and quantifiable tools, and found that these tools have been used to improve marketing communications.