Abstract:

The paper argues that this research, as well as providing a necessary check on the Board's marketing performance, should provide useful guidance to the creation of future marketing. In order to assess the extent to which such research has proved so useful, two cases of evaluation research are discussed, each concerned with a regular piece of marketing literature - a tourist accommodation guide ("where to stay") and a main holiday brochure ("English holidays"). In each case, the paper restates the action recommendations given to marketing management in the original survey report, and describes what, if anything, happened as a result of these recommendations. From these, and similar assessments not detailed in the paper, it was found that just over a half of research department's recommendations were taken up.