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Business to Business Marketing Research
Book

Business to Business Marketing Research

Tamara S. Block and Martin P. Block
Thomson South-Western, 2005

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Editorial Rating

8

Qualities

  • Applicable

Recommendation

In this thorough guide, authors Martin P. Block and Tamara S. Block delve into b-to-b marketing research, describing its component elements and explaining how to apply research techniques. They don’t consistently discuss research in the context of the marketing department, so you should probably have an idea of how research fits into your strategy before you open this book. Still, its narrow focus and intense expertise makes it appealing and valuable, if academically written. Block and Block describe how to manage research and find information. They explain how to use customer databases, analytical tools, survey techniques and financial values. This book is not light reading, but getAbstract.com recommends it to anyone interested in or working with marketing research.

Take-Aways

  • More companies are using marketing research to devise their marketing strategies.
  • Research provides information that can improve your knowledge of the market.
  • Marketing research tests hypotheses about the market or customers.

About the Authors

Leading marketing researcher Martin B. Block is a founder of the Integrated Marketing Program at Northwestern University’s Medill School of Journalism, where he is a professor. He co-authored Analyzing Sales Promotion. Tamara S. Block heads Block Marketing Research and co-authored The Sales Promotion Handbook.

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