Date of publication: June 15, 1991


In an ever changing world it is necessary to apply market research techniques that help keep pace with this changing environment. This paper introduces a technique, SMARTIE, not just for measuring current company image, but for identifying those areas to which a Company can most fruitfully devote its attentions to bring about improvement so as to help increase its sales. An example is given to illustrate the method and the nature of the findings.

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