Introduction to the sequence of papers

Date of publication: September 1, 1970


The sole purpose of research into markets lies in the support it can give to planning for different time periods. This implies that market research becomes marketing research when it also deals with research into the most economic way of application of means to reach certain objectives. The way in which the planning process in a company is organised and the aspects of management it covers are very important for research. We can read very much, today, on strategic planning, tactical or operations planning, normative and exploratory forecasting, corporate and marketing planning. Business is invaded by other military terms such as goals, missions, action, while the sociologists make their contributions by introducing environments, social systems and interactions and so on.

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