Marketing research training in a multinational corporation
The paper starts with a description of the developments leading to an increasing spread of staff functions in the multi- national corporations and hence of marketing research and consultancy services. The Philips training activities in marketing research started 6 years after those in the field of marketing. A brief description is given of the corresponding course developed since 1974 concerning a basic training in marketing research. After that some considerations are given concerning the idea to enlarge the activity to a system providing elementary up to and including advanced training in marketing planning, business economic research, and marketing research.
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