The changing role of agency: Acting as a living cell of corporate strategy
Wen FanBeijing Horizon Marketing Research & Analysis, ChinaQingQing QiuYouChange Entrepreneur Foundation, ChinaYao ShiHorizon Research and Consultancy Group, China
INTRODUCTION
This article argues that marketing research could not only be "the function that links the consumers, customers, and public to the marketer through information — information used to identify and define marketing opportunities and problems",1)but also an effective means integrated with client's brand building and communications in its initial marketing stage. It proposes that marketing research would be especially suitable in...