Cleveland OH: Penton Research Services, 1998.
Trade Paperback. Near Fine with no dust jacket. Item #5325
Slight wear. Crisp trade paperback. ; Contents: Ch 1: Introduction; Ch 2 Inquiry Options Are Different Today Than Five Years Ago; Ch 3: Inquiry Trends; Ch 4: Current Practices and Preferences; Ch 5: Use of the Internet for Purchasing Activities; Ch 6: The Emergence of a New Paradigm for Business Marketing; References; Appendix A: Analysis of a Business Magazine Advertising Content; Appendix B: Statistical Tables for Survey of Purchase Decision Makers; Appendix C: Questionnaire; Acknowledgements; Custom Research Available from Penton Research Services. "undertook the ... study to determine if and how [business magazine] readers are inquiring, whether and how their inquiry behavior has changed over the past five years, and how it might change over the next five years. We were particularly interested in the "media mix" - the use of both traditional and newer mechanisms for inquiring. We also wanted readers to tell us their inquiry preferences and the reasons for these." - Introduction. ; 232 pages.