search query: @author Weber, J. A. / total: 3
reference: 2 / 3
| Author: | Weber, J. A. |
| Title: | Illusions of marketing planners |
| Journal: | Psychology & Marketing
2001 : JUN, VOL. 18:6, p. 527-563 |
| Index terms: | Market research Marketing research Consumer behaviour |
| Language: | eng |
| Abstract: | The article highlights the risks of using self-valuation as a substitute for primary and secondary market research when designing and monitoring marketing programs. The overriding potential implication of the study addresses the allocation of a company's substantial marketing assets - most notably, the risks of bypassing secondary market data and primary market research when developing and evaluating marketing programs. |
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