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,...