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| Author: | Bijmolt, T. Frambach, R. Verhallen, T. |
| Title: | Strategic marketing research |
| Journal: | Journal of Marketing Management
1996 : JAN/FEB/APR, VOL. 12:1-3, p. 83-98 |
| Index terms: | MANAGEMENT STRATEGY RESEARCH |
| Language: | eng |
| Abstract: | This article introduces the term "strategic marketing research" for the collection and analysis of data in support of strategic marketing management. In particular, strategic marketing research plays an important role in defining the market, analysis of the environment, and the formulation of marketing instrument strategies. The concept of strategic marketing research allows research on important topics such as segmentation, positioning, new product development, and product/service quality to be placed into a broader framework. |
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