Marketing Book

Contents
vii
Consumers’ decision styles 127
Implications for marketing management 132
Summary and conclusion 138
References 138
Further reading 140
7 Business-to-business marketing: organizational buying behaviour,
relationships and networks 142
Peter W. Turnbull and Sheena Leek
Introduction 142
The realities of business markets 144
Organizational buying structures 144
Models of organizational buying behaviour 152
Conclusion 165
References 166
Further reading 169
8 Marketing research 171
John Webb
Introduction 171
Definitions of the role of marketing research 172
Types of research 173
The process of marketing research 174
Secondary data 175
Quantitative primary data 177
Questionnaires and their design 180
Qualitative research methods 180
The research process and measurement 184
Attitudes and their measurement 186
Sampling 189
Analysis of the results 192
Presentation of the final report 194
Conclusion 195
References 195
9 Quantitative methods in marketing 197
Luiz Moutinho and Arthur Meidan
Introduction 197
Multivariate methods 200
Regression and forecasting techniques 206
Statistical decision theory or stochastic methods 219
Deterministic operational research methods 226
Causal models 235
Hybrid models 236
Network programming models 237