The Effective Use Of Research In Business-To-Business Technology Marketing

Topics:
Product Development and Design
Tags:
B2B,
E-business/E-Commerce,
Internet,
Marketing,
WebSurveyor Corp.
Source:
WebSurveyor

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Overview: Historically, business-to-business marketing of enterprise software has been a rearguard action to discover or create a market for a product that was developed without ever ascertaining whether a market existed for it. It is the kind of cart-before-the horse scenario that can only exist within an industry that collectively takes the view that it knows better than its customers. This arrogant attitude can no longer be sustained in an economy that has rediscovered, painfully, that purchasing is driven by customer demand. Market research remains the best, most well-documented and most highly developed tool so far developed for determining consumer demand. What holds true for the consumer realm holds just as true in the B2B (Business-To-Business) realm.

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Format: PDF | Size: 103KB | Date: Dec 2004 | Pages: 4

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