How Can Market Research Reflect Today's Paradigms and Management Ideas

Moira Clark and Ruth McNeil

A discussion of Relationship Marketing by two authors coming respectively from a research agency and a Business School - a fruitful collaboration between two different approaches to problem solving.
'How can market research reflect todays paradigms and  management ideas?'

Ruth McNeil, Research International and Moira Clark, Cranfield University School of Management

Introduction

Amid the welter of advice for marketers, assessing the contribution which can be made by Business Schools and Market Research agencies, can be a challenge. By and large, the Business Schools, of which Cranfield School of Management is a major exponent, offer the client independent advice, advanced thinking, and objectivity without the constraint of (undue) commercial or time pressure. The thinking is often analytical and helps clients approach their problems in...

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