Making Intelligence Count - Ever-increasing resources are being devoted to learning about customers. What do they want, how do they perceive us and our offer, how do we match up against the competition? Attendant pressures mount on research specialists, product, brand and marketing managers to provide insights to inform strategy formulation. While these investments are well motivated, relatively ...
Year of publication: |
1999
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Authors: | Meehan, Sean A. |
Published in: |
Marketing and research today : the journal of the European Society for Opinion and Marketing Research. - Amsterdam : ESOMAR, ISSN 0923-5957, ZDB-ID 10055587. - Vol. 27.1999, 3, p. 121-127
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