Point of View: Why Marketing Information should have Top Executive Status

The author argues that the traditional marketing research department is out of touch with the information needs of top (and marketing) management.

Point of View: Why Marketing Information should have Top Executive Status

Jack J Honomichl

What does the future hold for the marketing research function in large marketing-driven corporations? It's a question of considerable concern to executives who head such marketing research departments – and their employers too.

An answer to this question is especially timely because, in many large US corporations in recent years, there has been a reduction of staff in marketing research departments. Indeed, in some companies, the whole marketing research function/staff has been eliminated. In a word, come hard economic times, the marketing research function as it...

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