Abstract:
Changes in marketing environment have, in many cases, rendered traditional company-to-consnmer marketing insufficient, as the need to target, communicate, and address the needs of different constituencies has increased. Marketing departments need to identify when marketing decisions have broader internal and external repercussions that may have a broad impact on a firm's image and positioning. These constituencies may be internal or external, but their impact on the success of a marketing plan cannot be under-estimated. Qualitative research is needed to fully understand how different constituencies may approach one issue from radically different contexts. While quantitative research can compare how different groups answer the same question, it fails to take into account that the same question may mean different things to different people. This paper presents different case studies illustrating how research can be applied to develop and integrate communication towards different audiences.
This could also be of interest:
Research Papers
Effective communication in a crowded television environment
Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992
Author: Robert Warrens
 
June 15, 1992
Research Papers
Complexity and change in the modern marketing environment
Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers
Author: Peter Michael Chisnall
 
June 1, 1976
Case Studies
Marketing in a changing society
Catalogue: ESOMAR Congress 1995: Making The Decision
Authors: Michael Cohen, Jennifer Scott
 
September 1, 1995
