Building the matrix

Luis H. Rodriguez, Bernadette de Lamar and Carol K. Galvin

This paper presents a case study wherein the authors collaborated to apply the data gathered in a large segmentation research project to the strategic planning process at Lotus Software Division of IBM Corporation.

Building The Matrix

A case study in teamwork among strategic planners and market researchers

Carol K. Galvin NOP Strategic ResearchBernadette DeLamar and Luis H. Rodriguez IBM Corporation

THE FUNDAMENTAL ISSUE: BUSINESS VALUE

Marketing research professionals live in a world where the thirst for information is constant and pressing, and (certainly in today's fast moving markets) the information is required 'just in time'. Marketers, product managers, planners, salespeople, etc. all need 'the answer' and they need it...

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