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...