haku: @author Hart, S. / yhteensä: 13
viite: 11 / 13
| Tekijä: | Hart, S. Diamantopoulos, A. |
| Otsikko: | Marketing research activity and company performance: evidence from manufacturing industry |
| Lehti: | European Journal of Marketing
1993 : VOL. 27:5, p. 54-72 |
| Asiasana: | MARKETING RESEARCH COMPANY PERFORMANCE |
| Kieli: | eng |
| Tiivistelmä: | While a number of research studies have examined the factors determining the extent of use of marketing research information by managers, there is only scant empirical evidence on the link between marketing research activity and company performance. This article aims to examine the nature of marketing research undertaken by manufacturing terms in a variety of industrial contexts and to explore its impact on competitive success. According to the results, no direct link can be detected between performance and (1) whether marketing research is conducted/commissioned, (2) what information is collected, (3) how it is obtained. |
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