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Research papers

A roadmap for developing an integrated, audience-focused, market research-driven organisation

Marketing and marketing research are being marginalized in most organizations. This marginalization comes from the organization's focus on supply-chain management and the organizational structures employed. Further, market research managers...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Don E. Schultz, David Haigh, Heidi F. Schultz
September 19, 2004
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Citation

Schultz, Haigh and Schultz (2004a, September 19). A roadmap for developing an integrated, audience-focused, market research-driven organisation. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/a-roadmap-for-developing-an-integrated-audience-focused-market-research-driven-organisation