The contribution market research can make to strategic planning by exploring and exploiting the product life cycle concept

Date of publication: September 1, 1970


The market research profession can fill the gap by taking the attitude that it is in the information business , rather than in the research business . That, in other words, the market researcher seeks to fill industry's need for information as the most important raw material for its decisions, rather than to sell the output of its own research machinery.

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