The role of marketing research in corporate planning

Date of publication: June 15, 1987

Author: Jarrad D. Blank

Abstract:

This paper will deal with the role of the marketing researcher in corporate projects rather than traditional product/market-oriented research. The strategic nature of many corporate projects requires the researcher to have a broad level of business knowledge and an understanding of the political environment. He or she must function as a team player to provide technical assistance in a demanding context. An example of a strategic study conducted by the Du Pont Company at the corporate level shows the interactive role of marketing research and the practical resolution of certain technical and political problems.

Jarrad D. Blank

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