The changing role of agency: Acting as a living cell of corporate strategy

In China, the social welfare sector is developing, but many domestic foundations and corporations lack experience in their brand propositions.

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...

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