1. PAZARLAMA HİZMETİ SATIN ALMADA FİRMA ÖZELLİKLERİNİN ETKİSİ.
- Author
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Cengiz, Ekrem
- Subjects
- *
MARKETING management , *ADVERTISING , *MARKETING research companies , *REGRESSION analysis - Abstract
This research examines the factors that influence the probability of purchasing marketing service with using probit regression analysis. Aims of this researh is to provide useful information about marketing service offering for firms that want to take up marketing service and for firms that offer marketing service. Analysis was done on 108 firms that are small and medium scale in Trabzon. The results suggest that probability of purchasing marketing service is increasing with some factors. These are having medium firm scale, long business duration, to be in technologically intensive sector and national market. [ABSTRACT FROM AUTHOR]
- Published
- 2010