Understanding the Market

Hamish E. Macarthur and Merlin Stone

Chapter Chapter 4 in How to Market Computers and Information Technology, 1994, pp 44-74 from Palgrave Macmillan

Abstract: Abstract Having a separate chapter on understanding the market may seem a contradiction in terms for a marketing book: the need to understand the market runs as a strong theme throughout this book. Market analyses that are relevant to particular elements of the marketing mix are dealt with in the appropriate chapters. But there are certain more general topics which it makes sense to bring together in a separate chapter.

Keywords: Market Research; Market Size; Distribution Channel; Potential Customer; Sales Force (search for similar items in EconPapers)
Date: 1994
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-13402-1_4

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DOI: 10.1007/978-1-349-13402-1_4

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