A roadmap for developing an integrated, audience-focused, market research-driven organisation

Marketing and marketing research are being marginalized in most organizations. This marginalization comes from the organization’s focus on supply-chain management and the organizational structures employed.

A Roadmap for Developing an Integrated, Audience-Focused, Market Research-Driven Organization

Don E. SchultzIntegrated Marketing Communications, Northwestern University, United States

Heidi F. SchultzAgora Inc., United States

David HaighBrand Finance Plc, United Kingdom

INTRODUCTION

One would assume that in a field such as marketing, one that claims to place such a premium on knowing and understanding customers and the marketplace would similarly place a premium on market and marketing research. Yet, as the 21st century marketplace has unfolded, such does not appear to be the case.1Even while financial investments in various forms of research are increasing,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands