haku: @indexterm marketing concept / yhteensä: 142
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| Tekijä: | Achenbaum, A. |
| Otsikko: | The Future Challenge to Market Research |
| Lehti: | Journal of Advertising Research
1987 : JUNE/JULY, VOL. 27:3, p.RC 3-6 |
| Asiasana: | DECISION MAKING CORPORATE STRATEGY MARKETING CONCEPT |
| Kieli: | eng |
| Tiivistelmä: | The changing market place will need a redirection in market research.Market research must return to its original role, the application of scientific methods to the managerial decision- making process.More emphasis should be placed on data interpretation and utilization than on methodology. A different breed of researchers is necessary who can translate data into practical strategies and actions. The new market researchers must be risk- takers and communicators. |
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