Browsing by Subject "Marketing communications"

Filter results by typing the first few letters
Now showing 1 - 1 of 1
  • Thumbnail Image
    ItemOpen Access
    Evaluation of information sources in industrial marketing: Implications for media planning in the Arabian Gulf
    (1999) Tuncalp, S.
    The top executives of 67 companies located in Saudi Arabia were surveyed to determine the importance of 14 sources of marketing information for making industrial purchases. The study included seven impersonal sources: Arabic magazines and newspapers; English magazines and newspapers; Gulf television; trade shows and exhibitions; billboards; brochures and pamphlets; and direct mail. The study also covered five interpersonal sources: past experience; relatives and family members; friends and colleagues at work; neighbors; and salesmen. The findings of the survey indicate to which sources the top executives attached high importance and which they had mixed feelings about.