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...