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...