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| Author: | Broadbent, K. |
| Title: | Changing roles and new opportunities in the international client-agency relationship or are we using a sextant to steer a spaceship? |
| Journal: | Marketing and Research Today
1993 : SEP, VOL. 21, p. 133-138 |
| Index terms: | MARKETING INTERNATIONAL CLIENTS AGENCIES |
| Language: | eng |
| Abstract: | Kay Broadbent, Head of Research Planning at Guinness Brewing World-wide in the UK , was a key speaker at the ESOMAR Marketing and International Research Seminar in Brussels in March 1993. In this well-thought out paper she uses the analogy of a sextant to steer a spaceship to describe the problems of the researcher steering a course into the 21st Century. She suggests that it is the speed space dimensions in which businesses have to operate which have undergone transformation in the last decade. Marketers are now facing a different environment, with different pressures and different guideposts. |
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