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| Author: | Zabriskie, N. Huellmentel, A. |
| Title: | Marketing research as a strategic tool |
| Journal: | Long Range Planning
1994 : FEB, VOL. 27:1, p. 107-118 |
| Index terms: | MARKET RESEARCH STRATEGY TOOLS |
| Language: | eng |
| Abstract: | As many as 60 per cent of strategic plans have failed because the strategies in them cannot be implemented profitably. Even the best operational people cannot implement broad, generalized strategies not expressed in competitive terms. Generalized strategies are not targeted at any particular competitor, nor do they contain competitive advantages. Providing competitive information for strategy formulation is a job for the marketing director, properly supported by information from the marketing research department. |
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