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,...