|Chapter title||Are the requirements of Business to Business Marketing Companies for graduates different? An empirical study of the Market Research Industry|
The aim of this working paper is to explore the needs of our industry partners in terms of graduate requirements within the Business to Business marketing arena. It is based on an exploratory study within the market research industry and seeks to try to close the academic/industry gap by considering employer needs with a view to informing marketing education.
|Keywords||Marketing education, Business to business marketing, market research practitioner|
|Book title||B2B Marketing Masterclass, Business to Business in the 21st Century, 14 December 2007, Leicester Business School|
|Publisher||Leicester Business School|
|Place of publication||Leicester, UK|