Marketing research as a top management tool

Date of publication: August 21, 1967

Company: Nestlé

Author: Max Gloor


For many market researchers the relationship between top management and market research is a continuous traumatic experience. In the close on 1 5 years during which - at various levels and in various fields of top management - I have been concerned with market research, I have noticed again and again the feelings of dissatisfaction and frustration of market researchers caused by their being placed under the marketing manager.

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