Experimental detailing

Date of publication: June 15, 1986

Author: Hans H. Hapke

Abstract:

Marketing is a misleading concept. It is derived from "market", but marketing is not dealing with the "market", it is dealing with really existing people. Marketing needs above all information on potential clients and on what makes them move. This information has to be concrete instead of abstract, specific instead of general. Most frequently there is a considerable disequilibrium in the contribution that marketing research offers to meet these requirements: The marketing researchers present hard figures to show problems, but they only present weak recommendations to solve the problems. This gap frequently excludes marketing researchers from final decision making. Experimental detailing is an opportunity to bring the marketing researcher much closer to the front of face-to- face contacts with clients.

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