Abstract:
This paper examines the relevance of market research as a discipline to the area of business strategy; and makes the case that market research can contribute significantly, not just in the area of building brands but in the area of building businesses as well. However in order to do so, it needs to overcome some of its current limitations, which by and large, are more in the area of its mindset than its skill bag.
Research Papers
The challenge of developing a marketing strategy, which works in many diverse markets
Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Authors: Rama Bijapurkar, Titoo Ahluwalia
 
June 15, 1991
Research Papers
Cinderella and the pumpkin
Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Jean-Paul Frappa, Dominique Saint-Paul
Company: KANTAR TNS Malaysia
September 1, 1997
Research Papers
Understanding consumer expectations
Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Rama Bijapurkar, Titoo Ahluwalia
 
September 1, 1992
