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| Author: | Honomichi, J. |
| Title: | Point of view: why marketing information should have top executive status |
| Journal: | Journal of Advertising Research
1994 : NOV/DEC, VOL. 34:6, p. 61-66 |
| Index terms: | MARKETING INFORMATION STATUS |
| Language: | eng |
| Abstract: | The author argues that the traditional marketing research department is out of touch with the information needs of top (and marketing) management. The answer to this problem is a truly innovative reorganization of a firm's information-gathering sources which is based on the premise that management has information needs per se, and the marketing research department is addressing just a small part of that total demand, in part, because it has traditionally been beholden to marketing management and its rather narrow tactical information demands. |
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