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| Author: | Mesdag, M. van |
| Title: | Is that gap becoming a chasm? (Marktforschungsinstitute) |
| Journal: | Marketing and Research Today
1990 : AUG, VOL. 23F2 - 18:3, p. 185-188 |
| Index terms: | |
| Freeterms: | MARKTFORSCHUNG, MARKETINGSTRATEGIE, BETRIEBSBERATUNG |
| Language: | eng |
| Abstract: | There has been a debate about the role which marketing research organizations ought to play in the management of their client companies. The argument has ranged from a strict confinement to orthodox research to an advisory role in the formulation of client companies' commercial strategy. This article aims to identify some of the changes in the business environment, management's responses thereto and how these might affect the positioning of a research company. |
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