Conditions Conducive to the Effective Use of Marketing Research in the CorporationJan 1, 1981 David J. Luck and James R. Krum, 1981, 81-100
Explores what conditions may be facilitating or impeding effective use of marketing research funds and efforts; based on sample of 73 persons in 10 large corporations.
Top Management Views of the Marketing FunctionJan 1, 1980 Frederick E. Webster, Jr., 1980, 80-108
Reports survey of top executives of 30 major companies. Explores their views about the current performance of the marketing function and of marketers, as well as their ideas about what marketing must do in the future.
The Effectiveness of Marketing’s “R&D” for Marketing Management: An AssessmentJan 1, 1979 John G. Myers, Stephen A. Greyser, and William F. Massy, 1979, 79-105
Presents some of the highlights and recommendations of the AMA Commission on the Effectiveness of Research and Development for Marketing Management. Based on a review of the field of marketing over the past 25 years, it provides an overall assessment and specific recommendations.
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