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Marketing research as a top management tool

Date of publication: August 21, 1967

Catalogue: ESOMAR/WAPOR Congress 1967

Company: Nestlé

Author: Max Gloor

Abstract:

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.

Max Gloor

Author

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Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
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Citation

Gloor, M. (1967a, August 21). Marketing research as a top management tool. ANA - ESOMAR. Retrieved June 24, 2025, from


https://ana.esomar.org/documents/marketing-research-as-a-top-management-tool