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The position and role of research within strategic marketing planning

Date of publication: August 23, 1981

Catalogue: ESOMAR Congress 1981: Research For Profitability

Company: The Coca-Cola Company

Author: Richard S. Halpern

Abstract:

In this paper I will attempt to do two things. First, I will tell you a little bit about strategic planning and how we have approached this extremely difficult subject. Second, I will attempt to position Marketing Research within the context of the strategic planning process and the consequences this has for enhancing the importance and thus the status of the research process.

Richard S. Halpern

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Research Papers

The role of research in strategic planning for a multi-national pharmaceutical company

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning

Author: David S. Mitchell

 

June 15, 1983

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Citation

Mitchell, D. S. (1983a, June 15). The role of research in strategic planning for a multi-national pharmaceutical company. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/the-role-of-research-in-strategic-planning-for-a-multi-national-pharmaceutical-company


Research Papers

The role of marketing research in corporate planning

Catalogue: Seminar 1987: Identifying Change in European Agriculture

Author: Jarrad D. Blank

 

June 15, 1987

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Citation

Blank, J. D. (1987a, June 15). The role of marketing research in corporate planning. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/the-role-of-marketing-research-in-corporate-planning


Case Studies

Strategic planning and visual communications

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning

Author: Marlyn (Mim) Ryan

 

June 15, 1983

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Citation

Ryan, M. (. (1983a, June 15). Strategic planning and visual communications. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/strategic-planning-and-visual-communications


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Citation

Halpern, R. S. (1981a, August 23). The position and role of research within strategic marketing planning. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/strategic-planning-and-visual-communications